Honda launches Civic ‘Study Break’ social marketing tour

Article by Christian Andrei, on April 18, 2011

Honda is promoting six all-new models of the 2012 Civic at several universities on the West Coast via the Civic "Study Break" social marketing tour. Honda North America offers college students the chance to own a 2012 Honda Civic Si Coupe. The "Study Break" social marketing tour is hosted on the Facebook page of Honda Civic.

Honda is seeking to connect with college students and give them the chance to explore Civic’s lineup. The Arizona State University campus is where the tour kicks off on April 21. The tour will proceed to five more universities through May 12.

At this tour, students could also get a free lunch by texting special codes located on the vehicles. To win a 2012 Honda Civic Si Coupe, the students could also register at the Web site.

The tour stops are the following: April 29 - University of Arizona; May 3 - University of Southern California; May 5 - University of California, Los Angeles; May 10 - Stanford University; and May 12 - University of California, Berkeley.

Tom Peyton, brand manager at American Honda Motor Co., Inc., said that Honda hopes that through the Civic 'Study Break' tour, it will be able to get the attention of young consumers and present the all-new Civic to them.

He said that the tour enables students to know Civic's new interactive technologies and personalization features in a “unique and fun way.” The 2012 Civic is offered in many variants: a standard coupe and sedan models, two sporty Si versions, one hybrid, one natural-gas alternative-fuel variant and the Civic HF (an all-new model).

Press Release

Honda Kicks Off the Civic "Study Break" Social Marketing Tour

Honda announced today that it has launched the Civic “Study Break” social marketing tour to promote the six all-new models of the 2012 Honda Civic at select universities on the West Coast. The tour, hosted on the Honda Civic’s Facebook page, http://facebook.com/hondacivic, aims to connect with college students in a fun and engaging manner by providing them with the opportunity to explore the Civic lineup and the chance to win a 2012 Honda Civic Si Coupe.

“The goal of the Civic ‘Study Break’ tour is to engage with young buyers and introduce them to the all-new Civic,” said Tom Peyton, brand manager at American Honda Motor Co., Inc. “It offers a unique and fun way for students to learn about the Civic’s new interactive technologies and personalization features.”

The Civic “Study Break” tour kicks off on April 21, 2011 at the Arizona State University campus and continues on to five other universities through May 12, 2011. Students will have the opportunity to explore various Civic models and receive a free lunch by texting special codes found on the vehicles. They can also register at www.civicstudybreak.com for the chance to win a 2012 Honda Civic Si Coupe. The tour stops include: University of Arizona (April 28); University of Southern California (May 3); University of California, Los Angeles (May 5); Stanford University (May 10) and University of California, Berkeley (May 12).

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