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Happy Honda Days Campaign Taps Grammy Award-Winning Michael Bolton to Highlight Year-End Sales Event

honda (select to view enlarged photo)

TORRANCE, CA--Nov. 18, 2013: Honda is going over the top this holiday season with a hilarious, tongue-in-cheek multiplatform advertising campaign for the annual Happy Honda Days year-end sales event that features multiple Grammy® Award-winning singer, songwriter Michael Bolton. The integrated campaign launches on TV today and is supported in print, digital and radio advertising. To bring the campaign to life across social media, Honda is hosting a one-day live social media event on Friday, Nov. 22, featuring Bolton responding to posts that use the hashtag #XOXOBolton with personalized messages from the set of a life-size holiday card.

"Michael Bolton's universal appeal and charisma will catapult our holiday campaign beyond the usual automotive sales-event advertising," said Susie Rossick, Senior Manager at American Honda Motor Co., Inc. "Our #XOXOBolton effort allows us to share the joy of the holidays with Honda shoppers, owners and fans and remind them this is the best time to buy."

#XOXOBolton Social Media Event From Nov. 18 to 22, people will be encouraged to tweet, Facebook, Instagram or Vine a holiday message to a friend, family member or loved one using the recipient's name and hashtag #XOXOBolton. On Friday, Nov. 22, Michael Bolton will deliver the ultimate holiday greetings by incorporating select #XOXOBolton hashtagged messages into one-of-a-kind musical greeting cards—personalized videos that will feature Bolton singing from inside a giant holiday card.

Happy Honda Days Campaign The Happy Honda Days year-end sales-event campaign features six TV spots starring Bolton belting original, fantastical holiday-themed tunes such as "Snow Is Gonna Blow, Blow, Blow." They will air on network, cable and spot TV in more than 210 markets during "The Amazing Race," "Big Bang Theory," "Duck Dynasty," "Modern Family," "The Voice" and others. The creative extends to high-impact digital display, pre-roll and mobile, national radio and national print such as "People," "Sports Illustrated" and "USA Today."