TORRANCE, California — Honda hopes to build awareness of its 2017 Honda Ridgeline pickup truck with a major advertising blitz during the 2016 Summer Olympics.
Honda told Edmunds that viewers should expect a ubiquitous Ridgeline presence during the Summer Games, with approximately 200 TV spots in the works.
The campaign "is a serious commitment to the Ridgeline," Jeff Conrad, senior vice president and general manager of Honda Division of American Honda Motor Co., said in an interview with Edmunds.
He added: "It needs to be a serious commitment because we have plans for selling upwards of 40,000 vehicles per year."
Honda is seeking "greater recognition and awareness for the truck itself and, most importantly, for the capabilities" of the Ridgeline, according to Conrad.
Once the Olympics are over, Honda plans to pitch the Ridgeline as the "ultimate tailgating vehicle."
The Ridgeline campaign plans tie-ups with three college football games, as well as several episodes of "Tested," created by "Mythbusters" star Adam Savage.
At the football games, the Ridgeline's bed will be equipped with a large flat-screen TV that is plugged into the pickup's AC outlet. The sound will be sent through speakers in the bed, while the trunk under the bed will be filled with ice and beverages.
Honda is planning interactive events on the following dates: September 3 at the University of Southern California versus Alabama; September 5 when Florida competes against Ole Miss and September 10 when Virginia Tech takes on Tennessee.
In addition, Honda will team up with the Wood Whisperer, a website known for showing woodworkers how to create educational and entertainment projects.
Four videos will show how plywood boards can be carried flat in the Ridgeline's pickup bed, as well as how power tools can be connected to the Ridgeline's AC power outlet to create a bench and other items.
Edmunds says: It will be difficult for car shoppers to miss the 2017 Honda Ridgeline during the upcoming Olympic games.