GLOBAL, JULY 17, 2013 – Honda has launched a unique social media campaign using Twitter-owned, video app Vine. The social media promotion is part of Rubin Postaer and Associates’s campaign for the brand’s annual Summer Clearance Sales Event.
Launched Monday, the #wantnewcar campaign is encouraging users to ditch their old car and purchase a new Honda through the Summer Clearance Sales Event. These #wantnewcar conversation and user-generated tweets will augment television, print, digital and radio advertising of the Summer Clearance event.
"Starting today, Honda will promote #wantnewcar, urging Twitter users to vent about their need for a new car for a chance to receive personalized Vine video responses directly from Honda, all shot and uploaded that day," said Susie Rossick, American Honda Motor senior manager. "This campaign provides a new and unique way to remind people that summer is the best time to get a great deal on a Honda."
These Vine videos will include news of the Honda Summer Clearance Sales Event in an organic way specific to the users concern. According to Rossick, "If a user mentions needing a new car to pick up a pizza, that Vine video response may feature a Honda dealer offering a great deal…with a mouth full of pepperoni."
In addition to the social media promotion, the Summer Clearance Sales Event campaign featured eight TV spots that showed various Honda dealers humorously responding to real tweets, while finding alternative cars and deals for viewers to consider. The TV spot ’Super Fan’ responded to an actual tweet from actor Neil Patrick Harris who asked for an advice on selecting a minivan.
Spots were aired during national prime network programs such as Shark Tank, Extreme Makeover, Home Edition, CSI, Vampire Diaries, Two Broke Girls, America’s Got Talent and cable networks, including A&E, Animal Planet, Bravo, AMC and TBS. The creative campaign was also published in different newspapers including Entertainment Weekly, People, Sports Illustrated, Bloomberg Businessweek, TIME, The New York Times, Wall Street Journal and USA Today.
Simultaneously with the twitter promotion, Honda online ads trickled in automobile and consumer websites, like AOL Autos, Edmunds, MSN Autos, Autobytel, AutoTrader and Cars.com. USA Today homepage displayed @Honda’s live Twitter feeds so online readers were updated with the Vine video responses.
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