In support of the Honda Summer Clearance Sales Event, the carmaker is launching on July 15, 2013, a distinct social media campaign wherein the brand will directly interact with Twitter users using real-time Vine videos. Honda will respond to tweets with the #wantnewcar hashtag with live Vine videos persuading users to dump their old car and buy a new Honda through the Summer Clearance Sales Event. Honda’s Summer Clearance event will also be supported by TV, print, digital and radio advertising leveraging the #wantnewcar conversation and user-generated tweets.
Honda’s Vine videos will include news of the Summer Clearance Sales Event in a way specific to the users concern. Susie Rossick, Senior Manager at American Honda Motor Co., Inc., remarked that if a user mentions needing a new car to pick up a pizza, a Vine video response may feature a Honda dealer offering a great deal “with a mouth full of pepperoni."
The Summer Clearance Sales Event campaign will feature eight TV spots that show different Honda dealers responding to real tweets, while showing alternative cars and deals for viewers to consider. For instance, the TV spot "Super Fan" addresses an actual tweet from actor Neil Patrick Harris wherein @ActuallyNPH seeks an advice on selecting a minivan.
The "Dance Party" spot showcases standard features such as Pandora when a dealer has an instant dance party in a Civic based on a tweet from @KasiJackson. Honda plans to air the spots during national prime network programs like "America's Got Talent," “CSI, ” “Extreme Makeover, Home Edition,” “Shark Tank,” “Two Broke Girls,” and “Vampire Diaries."
Honda will also air the spots in cable networks like A&E, Animal Planet, Bravo, AMC and TBS. Honda will run print ads in "Entertainment Weekly," "People," "Sports Illustrated," "Bloomberg Businessweek," "TIME," "The New York Times," "Wall Street Journal" and "USA Today." [source: Honda]