In support of the annual Summer Clearance Sales Event, Honda launched a unique social media campaign in which the brand directly engaged with Twitter users utilizing real-time Vine videos. Honda responded to tweets with the #wantnewcar hashtag with live Vine videos encouraging users to ditch their old car and purchase a new Honda through the Summer Clearance Sales Event. In addition to the social media component, the Summer Clearance event was supported by television, print, digital and radio advertising leveraging the #wantnewcar conversation and user-generated tweetsWhen Honda promoted #wantnewcar, Twitter users were urged 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 in real-time. This campaign provided a new and unique way to remind people that summer is the best time to get a great deal on a Honda. The Vine videos included news of the Honda Summer Clearance Sales Event in an organic way specific to the users’ concern.
The Summer Clearance Sales Event campaign also featured eight TV spots that showed various Honda dealers humorously responding to real tweets, while finding alternative cars and deals for viewers to consider. Print creative ran in top consumer weeklies, and online ads were featured on top automobile and consumer websites. A home-page takeover on “USA Today” pulled in @Honda’s live Twitter feed for viewers to keep up with the Vine video responses. The #wantnewcar-promoted trend on Twitter took place on 7/15.
The #wantnewcar effort received over 6,000 tweets, which gave us lots to Vine about. And each response was unique. Internet celebrities participated. Rebecca Black dropped by. And other brands participated, including Bejeweled Blitz, Purina Cat Chow and Oreos.
Honda tripled the normal level of engagement for an automotive-promoted trend. The #wantnewcar social efforts alone received nearly 200 million impressions—with coverage in Mashable, AdAge, Fox News 44 and IAB SmartBrief. All that attention contributed to more important statistics, like the best August sales ever and a substantial increase in market share – from 9.0% to 9.9%.
By starting with real conversations, Honda created an innovative campaign that drove sales, engaged our target in a new way, and made a summer sales event something a whole lot bigger.
John Mendel, EVP, Auto Sales
Susie Rossick, Sr. Manager, Honda Regional Marketing
Ernie Kelsey, Manager, Honda Regional Marketing
Robin Fernandez, Assistant Manager, Honda Regional Marketing
Alicia Jones, Manager, Honda Social Marketing
Joe Baratelli, EVP, Chief Creative Officer
Jason Sperling, SVP, Executive Creative Director
Brett Bender, SVP, Management Account Director
Fern McCaffrey, SVP, Group Account Director, Regional
Gary Paticoff, SVP, Executive Producer
Ken Pappanduros, VP Creative Director/Copy
Chuck Blackwell, VP Creative Director
J Barbush, VP, Creative Social Media Director
Aaron Dodez, VP, Associate Director, Digital Marketing
Fran Wall, Senior Producer
Erin Lynch, VP, Senior Manager, Regional
Ariel Shukert, Art Director
Jen Winston, Copywriter
Laura Kelley, Social Media Copywriter
Grace Wang, Production Coordinator
Adam Levitt, Account Supervisor
Eliza Wan, Account Supervisor