ALBUQUERQUE, N.M., Nov. 10, 2016 /PRNewswire/ -- Undergraduate marketing students at the University of New Mexico (UNM) Anderson School of Management today unveiled a new advertising campaign for the 2017 Acura ILX titled "Live Life in High Gear." The campaign is part of the Acura ILX Marketing Challenge, an industry-education partnership program sponsored by Acura and managed by EdVenture Partners. The launch is supported by an integrated marketing campaign featuring branded events, digital signage, online video content and social media. The campaign was developed by the student-run advertising agency at UNM's Johnson Marketing Lab using a $2,000 budget provided by Acura. "This program is a unique and exciting opportunity for our students," said Professor John Benavidez. "It enables them to apply concepts learned in the classroom to real world marketing challenges. We are honored that Acura, an automotive industry leader, has elected to partner with our university." "Live Life in High Gear" showcases Acura's performance technologies and celebrates how millennials are living life to the fullest by pursuing their personal and professional passions. The objectives of the campaign are to educate consumers on the features and benefits of the 2017 Acura ILX, increase purchase consideration of the sport sedan among the millennial target market, and increase perception of Acura as an innovative, youthful brand. The campaign kicks off with the "Live Life in High Gear Event," where attendees will be able to preview the 2017 ILX, test their skills on a ninja obstacle course, and participate in an interactive photo experience. The event will take place on November 14 and 15 at Smith Plaza on the UNM main campus from 11:00 a.m. to 2:00 p.m. The ILX is Acura's most affordable sport sedan and serves as the gateway to the Acura lineup. The 2017 ILX features a 201 horsepower 2.4-liter direct-injected DOHC i-VTEC engine paired with an 8-speed dual clutch transmission with paddle-controlled Sequential Sport Shift, Jewel Eye® LED headlights, 17-inch alloy wheels, and signature Acura technologies such as the available AcuraWatch™ suite of safety and driver-assistive technologies.