- Honda has tapped singer Michael Bolton to launch its annual Happy Honda Days year-end sale with a multiplatform advertising campaign.
- Social media fans who send a holiday message using the recipient's name and the hashtag #XOXOBolton this week may receive a personalized video November 22 with Bolton singing from inside a giant holiday card.
- The crooner also stars in six TV spots that begin this week.
TORRANCE, California — Honda hopes singer Michael Bolton will increase holiday shoppers' spending spirit as it launches its annual Happy Honda Days year-end sale with a multiplatform advertising campaign that includes a live social media event with the Grammy Award-winning star on November 22.
Anyone who uses Twitter, Facebook, Instagram or Vine November 18-22 to send a holiday message using the recipient's name and the hashtag #XOXOBolton may receive a personalized video Friday with Bolton singing from inside a giant holiday card.
The crooner also stars in six TV spots that begin this week. He'll belt out original holiday-themed tongue-in-cheek tunes such as "Snow Is Gonna Blow, Blow, Blow." They will air on network, cable and spot TV in more than 210 markets during The Amazing Race, Big Bang Theory, Duck Dynasty, Modern Family, The Voice and others.
The campaign extends to digital displays, mobile, national radio and national print, including People, Sports Illustrated and USA Today.
"Michael Bolton's universal appeal and charisma will catapult our holiday campaign beyond the usual automotive sales-event advertising," said Susie Rossick, senior manager at American Honda Motor Co., in a statement. "Our #XOXOBolton effort allows us to share the joy of the holidays with Honda shoppers, owners and fans and remind them this is the best time to buy."
Edmunds says: Honda hopes crooner Michael Bolton can be its "Soul Provider" in year-end sales.