Honda Follows the Success of Breakthrough Twitter Campaign with #HondaLove Vine Videos
8/6/2013 12:00:00 PM
- Summer Clearance Sales Event campaign resumes today with promoted #HondaLove hashtag
- Honda to respond to user-generated tweets with real-time Vine videos
- First #WantNewCar Vine promotion generated more than 100 million impressions
TORRANCE, Calif., Aug. 6, 2013 -
As the annual Summer Clearance Sales Event continues, Honda is following up on its unique social media campaign that features the brand directly engaging with Twitter users utilizing real-time Vine videos. Today, Honda will respond to tweets with the #HondaLove hashtag with live Vine videos encouraging Honda owners to share their personal stories of #HondaLove.
On July 15, Honda responded to tweets with the #wantnewcar hashtag with live Vine videos encouraging users to ditch their old cars and purchase a new Honda through the Summer Clearance Sales Event. On Twitter, the hashtag #wantnewcar received more than 100 million impressions and nearly 10,000 #wantnewcar mentions.
In addition to the social media component, the Summer Clearance event is supported by television, print, digital and radio advertising leveraging the #wantnewcar conversation and user-generated tweets.
"It was great fun to see #wantnewcar effort along with a surprise Rebecca Black cameo catch fire on Twitter and Vine, and we're excited to tie the Summer Clearance advertising into our ongoing 'Honda Loves You Back' efforts-we've got a few more surprises up our sleeves to show appreciation for our Twitter fans and Honda owners," said Susie Rossick, Senior Manager at American Honda Motor Co., Inc.
The Honda Love social media efforts began more than two years ago when the brand began connecting with fans and owners in surprising ways, like paying for Honda owners' parking, showing reciprocal gestures of love on Facebook, celebrating one million miles with a special owner and giving an unsuspecting band the surprise of a lifetime by getting them their unexpected big break.
To support the hashtag, #HondaLove will be a promoted trend on Twitter on Aug. 6 and a "USA Today" home-page takeover will feature a live Twitter feed of the @Honda responses to #HondaLove. In addition, the effort will be promoted with Facebook ads and digital media on auto-shopping sites.
Honda offers a complete lineup of cars and trucksthrough a network of more than 1,000 dealerships in the United States. In 2013, Honda marks 40 years of the Civic model, with more than 30 years of producing automobiles in the region, which began with the Accord in Marysville, Ohio, in November 1982. Having produced more than 25 million vehicles in North America through 2012 using domestic and globally1 sourced parts, Honda currently operates 14 major manufacturing facilities in NorthAmerica, producing a wide range of Honda automobiles, all-terrain vehicles, power equipment products, engines and transmissions.
Connect with Honda:
Media Newsroom (for journalists): www.hondanews.com
1Honda products are produced using domestic and globally sourced parts.