Honda Embarks on Breakthrough Twitter-centric Campaign Featuring Vine Videos in Support of Summer Clearance Sales Event

honda (select to view enlarged photo)

Unique campaign starts July 15 with promoted hashtag #wantnewcar

Honda to respond to user-generated tweets with real-time Vine videos

Summer Clearance TV Spot "Super Fan" Responds to Neil Patrick Harris

TORRANCE, CA--July 15, 2013: In support of the annual Summer Clearance Sales Event, Honda will launch a unique social media campaign in which the brand will directly engage with Twitter users utilizing real-time Vine videos. Launching July 15, 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 through the Summer Clearance Sales Event. In addition to the social media component, the Summer Clearance event will be supported by television, print, digital and radio advertising leveraging the #wantnewcar conversation and user-generated tweets.

"Starting Monday, Honda will promote #wantnewcar, urging Twitter users to vent about their need for a new car for a chance to receive personalized Vine video responses directly from Honda, all shot and uploaded that day," said Susie Rossick, Senior Manager at American Honda Motor Co., Inc. "This campaign provides a new and unique way to remind people that summer is the best time to get a great deal on a Honda."

These Vine videos will include news of the Honda Summer Clearance Sales Event in an organic way specific to the users concern. According to Rossick, "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."

In addition to the social media promotion, 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 TV spot "Super Fan" addresses an actual tweet from actor Neil Patrick Harris ("How I Met Your Mother," "The Smurfs") in which @ActuallyNPH asks for advice on selecting a minivan. "Dance Party" highlights standard features such as PandoraŽ when the dealer has a sudden dance party in a Civic based on a tweet from @KasiJackson.

Spots will air during national prime network programs such as "Shark Tank," "Extreme Makeover, Home Edition," "CSI," "Vampire Diaries," "Two Broke Girls," "America's Got Talent" and cable networks, including A&E, Animal Planet, Bravo, AMC and TBS. Print creative will run in top consumer weekly publications such as "Entertainment Weekly," "People," "Sports Illustrated," "Bloomberg Businessweek," and "TIME" as well as top-tier daily newspapers that include the "The New York Times," "Wall Street Journal" and "USA Today."

Online ads will run in top automobile and consumer websites, including AOL Autos, Edmunds, MSN Autos, Autobytel, AutoTrader and, with a home-page takeover on "USA Today" that will pull in @Honda's live Twitter feed for viewers to keep up with the Vine video responses. The #wantnewcar promoted trends on Twitter will take place on 7/15.

Home | Buyers Guides For Every Auto Make | New Car Buyers Guide | Used Car Super Search | Total New Car Costs | 2016-1993 Car Reviews Truck Reviews
1996-2016 Automotive News | TACH-TV | Media Library | Discount Auto Parts

Copyright © 1996-2016 The Auto Channel. Contact Information, Credits, and Terms of Use. These following titles and media identification are Trademarks owned by The Auto Channel, LLC and have been in continuous use since 1987 : The Auto Channel, Auto Channel and TACH all have been in continuous use world wide since 1987, in Print, TV, Radio, Home Video, Newsletters, On-line, and other interactive media; all rights are reserved and infringement will be acted upon with force.

Privacy Statement | Size Does Matter | Media Kit | XML SITE MAP | Affiliates

Send your questions, comments, and suggestions to

Submit Company releases or Product News stories to
Place copy in body of email, NO attachments please.

To report errors and other problems with this page, please use this form.

Link to this page: