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February 20, 2011

Social Media in Action : The Honda Story


Honda uses social media monitoring Tools like Nielsen BuzzMetrics, CoTweet, TweetGrid, UberTwitter, FlickUp and TweetDeck among others. Recently, Honda has commissioned a Facebook application in a bid to generate more buzz around its new CR-Z sporty petrol-electric hybrid car. Traditionally hybrids have had a less than trendy image, partly due to the style and look for their current Prius model. Honda has  turned this image around with the CR-Z by targeting to a younger demographic.

Honda's "Mode Art" campaign allows users to download images that highlight the car's three driving modes. Click "Sport", for example, and your image (along with your birthday, cat's name or whatever else you entered) appears surrounded by racy red and pink patterns; for "Normal" the palette switches to blue; and for "Econ" to green. When Honda released photos of their new 2010 crossover  vehicle, the Accord Cross tour on a Fan Page on Facebook and four thousand people signed up as “fans” of the car on the day it was launched.

To promote the U.S. launch of its latest sport hybrid coupe, last August  ,the Honda CR-Z, the company initiated a two-month advertising campaign in Car Town, a newly released Facebook game that allows players to use virtual currency to purchase, customize and store hundreds of vehicles in their own virtual garages. Players can then use these vehicles to take road trips and complete challenges to earn points to purchase additional vehicles and car-related products and services. During the two-month promotion period, clickable ads featuring a rendering of the Honda CR-Z appeared on all in-game billboards.

Earlier in November last year,Honda launched  a month-long social media campaign designed to drive people to its online corporate documentary series, "Dream the Impossible" on Dreams.Honda.com. The program brings bloggers into the mix at Honda's Facebook page which invited social and public  participation in a forum-style setup, where the Theme was   "Racing Against Time." with each contributor posting thoughts on their respective Web sites which Honda highlighted each day 





One of Honda's recent use of social and digital advertising  was an interactive TV Campaign for Honday Jazz. Honda has just unveiled an interactive TV campaign called “This Unpredictable Life” to launch the new Honda Jazz, and with that, an iPhone app that allows you to literally grab content from the ad as it plays.

The campaign was created by W+K London and uses whats called “screen hopping” that works by having sound from the TV ad recgonised by the iPhone App, so when pre defined sound waves are read, the app knows to display the same character that was on screen at that moment, essentially giving you the ability to interact with the TV ad in real time.