Honda Turns to Twitter, Vine Videos in Summer Clearance Campaign | Edmunds.com
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Honda Turns to Twitter, Vine Videos in Summer Clearance Campaign


Just the Facts:
  • Honda is turning to Twitter and Vine videos to move the metal in its new summer clearance campaign.
  • Honda will respond to tweets with the #wantnewcar hashtag with live Vine videos encouraging users to "ditch their old car and purchase a new Honda."
  • The campaign uses new social-media methods to reach consumers more directly with real-time responses.

TORRANCE, California — Honda is turning to Twitter and Vine videos to move the metal in its new summer clearance campaign.

Honda said it wants consumers to "vent" about their need for a new car for a chance to receive personalized Vine video responses from Honda, all shot and uploaded that day.

The campaign uses new social-media methods to reach consumers more directly with real-time responses. The unusual approach takes target marketing to a new level.

Honda will respond to tweets with the #wantnewcar hashtag with live Vine videos encouraging users to "ditch their old car and purchase a new Honda."

"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," said Susie Rossick, an American Honda Motor Co. senior manager, in a statement on Monday.

The campaign kicks off on Monday and includes online ads in top automobile and consumer Web sites, including Edmunds.com.

The Summer Clearance Sales Event campaign will feature eight TV spots that show various Honda dealers humorously responding to real tweets, while finding alternative cars and deals for viewers to consider, the automaker said.

The TV spot "Super Fan" addresses an "actual tweet" from actor Neil Patrick Harris, in which he asks advice about the Honda Odyssey minivan.

Edmunds says: Expect other automakers to copy this clever approach.

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