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Acura is livestreaming an augmented reality race on Facebook

Honda's luxury car brand Acura is set to livestream an augmented reality race featuring its 2018 TLX A-Spec sedan. The event will see four drivers hit a real track while wearing AR helmets that will create new virtual environments for each lap. Aside from spectating, viewers will also be able to interact with the racers on Facebook Live. The race will see each driver attempt to clock the fastest overall time during a three-lap time trial. That sounds simple enough, until the AR environments come online and really begin altering what the drivers see. As a result, each lap will trigger a new mixed-reality environment, visible to both the drivers and viewers. Central to the virtual experience will be the computer-connected helmets worn by the racers. Within each helmet is a HD screen with a two-way mirror that allows the driver to see the AR overlaid onto the real track. A computer rig in the backseat, powered by the Acura's battery, will generate the environments. To ensure the experience runs smoothly, Acura will have to track the objects on the tarmac and the movement of the car itself. Of course, this isn't Forza, so you can't just rewind the action should something go wrong, so Acura will use custom-made tracking gear to ensure the drivers don't plough into a wall because their eyes deceive them. You can tune into the race on Monday at 8pm ET on YouTube, Facebook, and Twitter. Viewers will be shown the action courtesy of cameras placed on the drivers' helmets and around the track. Facebook Live audience members will also be able to offer hints and tips. Acura claims the interactions will transform viewers into a virtual pit crew. But all you'll really be doing is smashing a Facebook reaction at a given time to reveal a shortcut to the driver -- which isn't quite the same, is it?This article by Saqib Shah originally appeared on Engadget, your source for this connected life.Related Video: Marketing/Advertising Motorsports Acura Racing Vehicles Sedan augmented reality acura tlx

Check out Honda's sweet stop-motion 'Power of Dreams' ad

Television advertising doesn't just have to be the necessary evil that pays for the shows that you want to watch, and Honda is absolutely proving that with a new two-minute commercial titled Paper. Using stop-motion animation and a heap of illustrated cutouts, the spot showcases what the Power of Dreams motto really means. It runs through highlights like the success in racing, automotive development, Asimo, the HondaJet, and even lawnmowers. The result of all that hard work is spellbinding. The entire two-minute spot already aired during a few NFL games, and doing that was a serious investment. According to Ad Age, during the time that the ad ran the estimated cost per 30 seconds was $300,887. Honda is also prepping a minute-long version for TV, but you can enjoy the whole thing right now in the video, above. HONDA BRINGS 'THE POWER OF DREAMS' TO LIFE WITH TWO-MINUTE COMMERCIAL CREATED BY STOP-MOTION ARTIST AND INFLUENCER PES Elaborate Paper-Flipping Technique Artfully Tells the History of Honda Honda Brand Marketing Tone — Simple, Clever and Emotional — Will Carry Through Across Upcoming Advertising to Help Build a Long-Term Emotional Connection with Consumers Sep 21, 2015 - TORRANCE, Calif. -- Capitalizing on Honda's established, strong brand identity and its core belief in "The Power of Dreams," the company is launching a two-minute commercial, "Paper," during CBS Sunday NFL on Sunday, Sept. 20. After months in the making, thousands of hand-drawn and -colored illustrations from multiple artists provide the platform for an intricate paper-flipping journey to beautifully show Honda's history and range of mobility products. "The goal is for the marketing itself to become a demonstration of Honda thinking and all the people that touch our wide range of products along the way," said Tom Peyton, Assistant Vice President of Marketing for American Honda Motor Co., Inc. "This commercial stands for the courage and conviction to imagine and make dreams a reality and speaks to Honda's innovative nature and respect for personal achievement and contributions." "The Power of Dreams" philosophy speaks to Honda's belief that drives the company's R&D and diverse array of advanced-technology products, and to the determination to bring them to market. This rejuvenated approach to overall brand marketing is the sum of Honda's best thinking and could only come from the company's years of design and innovation.

Production Acura NSX spied getting sharper on the 'Ring

Acura hasn't been shy about trotting out the concept version of its upcoming NSX hybrid supercar - we've seen it colorized on Facebook, wearing Super GT drag and running wrapped at Mid Ohio - but until now, we've missed seeing the production version at all. Thankfully, our boys in the field have been diligently camped out by the Nürburgring, just the place for Acura engineers to get the NSX shaken down and ready for the public.
The first thing you'll likely notice (and no doubt appreciate) is that Acura is staying very true to the concept car. The same wind-tunnel-carved wedge shape is in evidence in the car's silhouette, and details like aggressively scalloped engine vents behind the cabin have made it through unscathed.
We do notice that there are some vertical elements at the bottom of the front fascia/grille that appear to be revised, and the mirrors are considerably less slinky than those of the concept car. Still, by and large, we're seeing a direct translation from show stand to real life here.