Acura’s interactive website for THOR, joinshield.com, serves as the hub of the national advertising campaign, allowing fans to immerse themselves in the world of THOR as actual S.H.I.E.L.D. agents. Users can receive their official ID badge, post it on Facebook and climb the ranks within the organization by completing assigned case files. Rewards for US residents include movie tickets, iPad®s, LiveScribe “smart pens” and the grand prize of an exclusive evasive-driving experience. Fans can also build their own virtual S.H.I.E.L.D. vehicle with over-the-top features to aid in their online adventure.

The advertising campaign is composed of a multiplatform media buy, retail tie-ins and national ABC screenings of THOR with after-parties in select markets. The newly refined 2012 Acura TL will be featured throughout the campaign, including a 30-second TV spot which incorporates the new vehicle with scenes from THOR. The spot will run on network sports and spot TV, as well as across 18 cable networks such as ESPN, Adult Swim and Comedy Central.

Click on the image below to play the video in YouTube (HD)

http://www.youtube.com/watch?v=Dz6rAnpUSlI

Acura has released unique S.H.I.E.L.D.-themed video and content across several websites to drive traffic to joinshield.com and recruit users to join S.H.I.E.L.D. The “recruitment” theme is played out on Marvel’s website, Fandango’s THOR page and Facebook advertising, as well as in unexpected places such as LinkedIn.

Click on the image below to play the Recruitment video in YouTube (HD)

http://www.youtube.com/watch?v=tieW6dElWS8

Click on the image below to play the Confiscated video in YouTube (HD)

http://www.youtube.com/watch?v=7HgFBNwHSvs

A S.H.I.E.L.D. Agent Test Kit, sent out to media writers, contains a number of S.H.I.E.L.D.-themed articles, including a vial of blue “paralytic concentrate,” a scorpion in a jar, a key chain and a Livescribe pen.

Credits

The SHIELD recruitment campaign was developed at developed by Acura’s agency of record, rp&, a division of RPA, Santa Monica.

Digital work was done at B-Reel by executive creative director John Hage, head of art Philip Squier, art director Josh Gilman, copywriter James Embry, user experience producer Anita Cheung, project manager Elizabeth Goldstein, technology director Rick Campbell and technologist Greg Lopez.

The Kit was produced and distributed at Dead As We Know It, Brookyn.

NOTE – Silverscreen Australia (Sydney) is not affected by the liquidation. See the posts at Campaign Brief by Lynchy, Haydn Evans and Roger Cranbrook.

Silverscreen is owned by Geoff Dixon and John Fokerd and has been in operation since 1974. In 1999 Dixon established Oktobor, a visual effects/animation company, and Oktobor Interactive focusing on interactive television and new media. In 2002 Dixon partnered with Don Reynolds to form Silverscreen Films, focusing on Long Form work, including Spooked (Geoff Murphy, 2004) and the troubled River Queen (Vincent Ward, 2005).

Vincent Ward, River Queen’s on-off-on director, was this month named an Officer of the New Zealand Order of Merit for his services to film. He is currently finishing work on his latest film, The Rain of Children, telling the story of a woman married to the son of Maori prophet Rua Kenana.

Directors currently listed with Silverscreen are Martin Aamund, Rachel Davies, Eden Diebel, David Gaddie, Gary John, Keir McFarlane, Nathan Price, David Rittey, Di Rowan, Tracey Rowe, Robert Sarkies, Michael Spiccia, Adam Strange, Alex Sutherland and Thor.

Producers listed with Silverscreen are Julie Elstone (Wellington), Roi MacGregor, Megan Robertson, Larissa Tiffin, Andy Mauger, Nike Beachman (Auckland), Penelope Sinclair, Haydn Evans, Lee Thomson, Sacha Hodgson and Janene Fitzgerald (Sydney), and Tatsuya Shimada, Japanese Marketing Manager.

Silverscreen was awarded production company of the year in the 2005 NZ Axis Awards, as well as top production company in the Asia Pacific Film Company Rankings in The Work.

See the story by Emma Page at Sunday Star Times and Debbie Jamieson at The Press.