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Showing posts with label Honda. Show all posts
Showing posts with label Honda. Show all posts

Friday, July 19, 2013

Honda Asks Twitter Want a New Car? Responds with a Get a New Vine

On Monday July 15th, Honda launched a social media campaign using the short-form video application Vine as a way to reach people expressing their frustrations with their current car. They noticed a lot of people in social media share their daily vehicle problems, which could open up an engaging opportunity to help promote Honda’s Summer Clearance Event.

Prior to the day, they shared this video promoting what the social media team intended to do. Basically they would respond to people with car issues by creating a 6-second Vine video using the hashtag #WantNewCar.


Monday came and Honda created several Vine videos showing dealership sales people in khaki pants and blue shirts filming whimsical videos at Honda dealership.  They responded in the following way with people in need of a new car.


So how did it do as a way to increase social conversation for Honda? 

The following three charts show a couple things.  The first looks at the use of the #WantNewCar hashtag, with most of the activity coming from the paid Promoted trend on Honda bought on Twitter July 15th. 

The second chart looks at mentions of “@Honda” to see what kind of lift came from people talking about the brand account or retweeting content from the campaign.  The top piece of content shared was this Vine using YouTube sensation Rebecca Black that received 34 retweets and 25 favorites.


The third chart looks at overall mentions of “Honda” in the last 6 months. Ignoring the April spike due to the Boston Police looking for a Honda sedan at one point during the bombing manhunt, the conversation around Honda didn’t really move much and was normal during this past week’s vine event. This comes as no surprise as a lot of engagement on the #WantNewCar hashtag focused more on people wanting some other car than a Honda; though, quite a few people did ask Honda for a free car.

Mentions of "#WantNewCar"

Last 6 Months Tweets Mentioning "@Honda"

Last 6 Months Tweets Mentioning "Honda"

The campaign did provide some decent lift and received positive response from media and social media fans.  Plus it’s a fun creative execution that tried to engage Twitter users in a playful way.  That said, the hashtag might have been more of an issue with this campaign.


The night of the event I followed the conversation closely and came away with three common responses from the online community.
  • Most people who engaged with #WantNewCar thought Honda was asking them to share a negative experience with their current car (or lack of owning a car) so that they could win a free car from Honda.

  • Those who were hoping for a new car for free asked more often for something other than a Honda.  Pick your favorite aspirational sports car and that was likely what people were tweeting about.

  • Finally for those who found out that they were not getting any possibility of a free car, and may only get a free vine video, well that didn’t go over so well.


And while the Honda Vine videos were not as revolutionary or compelling as some other campaigns, the company did recently release this brand video showcasing Honda’s history in a fascinating way.


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Monday, January 14, 2013

Honda Advertises on the Associate Press Twitter Feed



There was an interesting revenue tactic last week by the Associated Press when technology company Samsung advertised on the AP's twitter feed during CES.  AdWeek immediately covered the story, since there is some discussion about AP blurring the line of between "editorial church and state."

Another week and another big industry event, this time the North American International Auto Show (NAIAS) in Detroit and sure enough the AP's Twitter account is again posting sponsored tweets this time for Honda and Acura. Both posts featured the upcoming concepts the brands were featuring to interest AP's 1.5 million twitter followers.

This is an interesting tactic since one can assume a lot of media from other publications follow AP on Twitter.  If a brand can get their news to journalists in a quick way through what could be seen as a target media buy to a difficult to reach audience - reporters, this may not be all that bad of a tactic. Unless it backfires as crossing some line as some commenters on Twitter have expressed.

What will be telling is how long this lasts.  It could be seen by Twitter as a challenge to their own advertising model.  If Twitter accounts start selling their tweets directly to brands, this could usurp some ad dollars from the company providing the community and with a looming Twitter IPO on the way this probably won't last long.

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If you want to hear some more on this topic, checkout this week's BeanCast Marketing podcast that I was a panel member on. We discuss this topic in depth as well as several other current marketing and social media topics.


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Sunday, May 20, 2012

How Did Honda's Pintermission Perform?



Most of us in social media are fairly tired of writing POVs on whether a brand should be on Pinterest and the resounding response from many companies is 'yes we should and here are some boards to prove it.' Honda is one who decided to make an early entry on Pinterest.

They built their brand boards around the current launch of the 2013 Honda CR-V, but instead of leaving it to a few well posed pictures of a car in various scenes Honda decided to apply their campaign idea in a fun and unique way on Pinterest.

The current campaign talks about "What's on your leap list?" What's a "leap list"? It's basically a bucket list but without the morbid implication you should do x things before you die. Good idea to change it from bucket list as one's mortality isn't really the inspiration for buying a utilitarian vehicle like the CR-V.

Here is a TV spot showing a grandmother and grandson taking a drive to where grandma grew up.




It's a charming story of getting out and exploring one's world and family roots. At the core of the idea, it's all about getting out into the world and experiencing fresh air and a bit of adventure.

So where does Pinterest fit in?

With all of the excitement happening online with Pinterest, Honda developed the idea of a #Pintermission, where one takes a break from online and gets out to live life to experience more than pinning things.

I love the idea here because it turns the excitement of a new social media platform into something tangible and still relates to the message of the campaign.

To encourage participation, Honda engaged 5 very active Pinterest users who all have significant 6 and 7 figure followings on the site. Each person has their own #Pintermission board on Honda's page (parenthesis indicate # of Pinterest followers): Bonnie Tsang (551,738), Caitlan Crawley (1,362,965), Jennifer Chong (1,713,868), Jonathan Lo (849,949), and Michael Wurm (1,044,820)




The Pinterest effort launched a month ago and that seems like enough time to see how it did.  Before we get into the numbers I should caveat that I never expected anything big here. What was significant is the coverage this simple execution received in the advertising a social media publications and blogs.  That in and of itself was a win because now Honda is seen as a solid case study of what a brand can do on Pinterest, beyond just create a few boards and call it a day - basically what most other brands seem to be doing.

For those wondering how many CR-Vs it sold, I would venture a guess of zero. So for the ROI crowd this isn't a a good use of time. The branding crowd however will find some benefit here since it shows Honda is paying attention to social trends and found a playful, meaningful way to fit it into their new vehicle launch.  There's little doubt it generated some positive brand impressions from people on #PinChat and others who love this new social platform.


Finally from a PR perspective it worked brilliantly after getting some good media coverage showing earned media works well when the idea is creative, there's a new technology to be innovative on, and it's a social platform gaining a rapid audience.

Here are the results (keeping in mind Pinterest has a very limited reach):


Impressive? Got me.  This is a new platform and there really isn't much to benchmark from on the site. I will add that of all the metrics publicly available on Pinterest, Repins is the best indicator of successful content.  I say this because repins show someone else finds a post personally relevant enough to include it on their personal board.

To end, this was a beautifully executed idea that fit with the Honda CR-V marketing campaign.

Want to see more of the creative? Checkout all of Honda's #Pintermission posters on AdWeek.


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Tuesday, February 7, 2012

Super Bowl 46 Automotive Ads: 3rd Annual ‘She Said, He Said’ analysis with Melanie Batenchuk


This is the Third Annual She Said, He Said with my good friend and fellow automotive blogger Melanie Batenchuck who writes at BeCarChic.

Overview This year’s Super Bowl was somewhat of a game changer for the auto industry. Much like the mood at the North American International Auto Show, the message last night was “We’re back! Now please buy our cars.” Twelve carmakers spread the ad love with 22 commercials aired before and during the big game. Hyundai and Chevrolet had the bulk of ads with four and three spots respectively, but that doesn’t mean they were the most memorable. Hyundai sponsored the kick-off pregame, where it aired two ads – one on the Elantra and the other on Hyundai’s 45,000 employees in the U.S. Toyota sponsored half time.

Needless to say, cars could be found in nearly every commercial break. And it seemed as if every car company was trying to out-do Volkswagen’s 2011 ‘Darth Vader’ ad, including Volkswagen, but none really achieved it. Honda’s Ferris Bueller homage was probably the closest to recreating the VW nostalgia among audiences.

#SuperBowl social media was everywhere The incorporation of social media was even more prevalent in this year’s Super Bowl. Last year, we saw the introduction of promoted tweets and hash tags, and SB46 included a plethora of such targeted advertising. While Audi and Acura added hash tags to the end of their commercials (#SoLongVampires and #JerrysNSX), others stirred buzz through promoted tweets and has tags.

There was even a legal spat between Ford and Chevrolet over the Chevy’s apocalyptic “2012” ad that specifically mentions a Ford truck driver ‘didn’t make it’ through the end of the world. A lawyer from Ford sent a cease and desist letter to General Motors on Saturday, February 4.


YouTube ruins ads for anyone paying attention If you’re like me, then you’re excited about the teaser ads companies release prior to the Super Bowl so you can get a taste of what is to come. All I wanted was a taste, but the week leading up to the big game left me drinking from a fire hose. Once an auto brand jumped off the YouTube bridge, the others tumbled like dominoes right behind. The pregame release of commercials can be fun if they aren’t the same ads aired during the game or simply share the beginning of the story and you have to catch the rest on TV.

The only car spot that we didn’t get a sneak peek at was Chrysler’s ‘Halftime for America’ ad starring the ever-gritty Clint Eastwood.

Now on to the good stuff… Below is the full ‘He Said, She Said’ analysis with Melanie for each automotive ad during the Super Bowl in the order that they aired. Enjoy our commentary and let us know your thoughts in the comments below!

Hyundai – Victory Lap Car featured: Elantra | Watch the Video

HE SAID: Another quick, simple idea with Jeff Bridges calmly delivering the punch line, must be another Hyundai ad? Not much to say here except I wonder if Hyundai could make a bigger splash by concentrating their Super Bowl ads into a single ad.

SHE SAID: Hyundai kicked off Super Bowl XLVI with a feel-good, patriotic ad aired during the pregame event. The familiar voice of actor Jeff Bridges told us it was a Hyundai commercial before ‘Stars and Stripes’ cued the adorable Elantra, this year’s winner of the North American Car of the Year.

Hyundai – All for One | Watch the Video

HE SAID: Hyundai went for short comedic spots, but for this one they shared how their corporate culture is one of supportive action complete with Rocky theme music. If I recall correctly, this ad ran between the coin toss and kickoff. The positive energy was fun but like many Super Bowl spots last night it didn’t generate much interest after its 60 seconds were up.

With only 70,000 views on YouTube, no one searched for and based on the comments a significant amount of Union Automotive workers didn’t feel inspired after non-union Hyundai factories were featured.

SHE SAID: The Korean-based automaker took this opportunity (and the ‘Rocky’ theme) to showcase its 45,000 employees in the U.S. and how the team at their Montgomery, Ala. Plant helps to make Hyundai the brand that it is today. Although the singing was a bit cheesy, I liked that this ad helped to dispel the myth that American cars are built only in Michigan.

Kia – Dream Car for Life Car featured: Optima | Watch the Video

HE SAID: Adriana Lima, Chuck Liddell, Motley Crue, and a stadium full of bikini clad fans… seriously what more do you want from a small automotive brand? It’s a fun ad with a lot of big production ingredients designed to hit all of the target demographic passions of its aspirational buyer.

SHE SAID: Kia plays up both men and women’s senses by giving us a look into their dreams with this outrageous ad featuring fairy dust, Motley Crue, a race track, a white stallion, and Adriana Lima (who made a second SB46 appearance for Teleflora). This one wins my award for ‘most fun’ out of the car ads. It pleased both male and female audiences and had a lot of great energy behind it.

Hyundai – Cheetah Car featured: Veloster Turbo | Watch the Video

HE SAID: Meh. They promoted this ad quite a bit using Facebook ads the entire week before the game. It too is highly forgettable and the concept while cute for a second lacks the fun of the other Hyundai spots like “Think Fast.”

SHE SAID: By now, I was ready to see an ad from someone other than Hyundai…and this wasn’t even their last installment. While the commercial was entertaining, I felt that stacking all of their ads so close together made it difficult for everyday consumers who were watching to differentiate between the company’s products.

Hyundai – Think Fast Car featured – Genesis Coupe | Watch the Video

HE SAID: Charming. When you can make a temporary heart failure charming, you know your ad has a great premise. This simple ad without a big name celebrity, Hollywood movie set, or show dog finds a fun way to message performance. It’s unexpected and gets a quick smile from the Super Bowl audience.

The ad is complimented by several online videos featuring the High-Powered Business Tips from the boss in the Genesis Coupe ad. Of course you’ll have to figure that out online and not from the TV spot.

SHE SAID: I had a small chuckle at this ad, mostly because it reminded me of a scene from my favorite movie “What about Bob?,” where Bob (played by Bill Murray) won’t wake up out of bed Other than that, it simply shows that the Genesis Coupe comes with good braking agility.

Cars.com – Confident You Watch the Video

HE SAID: If weird is your thing, Cars.com has an ad for you. Complete with Siamese bobbing goiter head.

SHE SAID: I really didn’t enjoy the Cars.com ad. Confidence doesn’t have to be so creepy. And it doesn’t have to sing either.


Chevrolet – Happy Grad Car featured: Camaro convertible | Watch the Video

HE SAID: And now for some MoFilms user-generated semi-professional videographer ad goodness that’s not from Doritos. The Happy Grad ad is great. A new sports car is something any grad would go nuts for if mom and dad presented such a surprise while still in a cap-and-gown. The reality of the graduate’s non-present is one we can all relate too.

SHE SAID: I didn’t really get this ad either. The parents really didn’t try to show their son the fridge. And who gives their kid a mini fridge for graduation? Much less one out on the front lawn….

Toyota – Connections Car featured: Various Camry models | Watch the Video

HE SAID: This is a continuation of Toyota’s personal stories campaign that’s been asking owners on social media to share their stories. It’s not a bad ad; though, like the Lexus ad it blends into the crowd. What’s missing here is personalizing the stories even more by showcasing the exact language from their owners and sharing posts the brand has received on the web.

“Connections” is similar to a lot of past ads by just about any car company. We all have a story to share from our car. Every car I’ve ever owned has some story. So having a personal story really isn’t that interesting so I’m doubtful this campaign creates any compelling positioning any against competitors. Sharing a story in and of itself is dull even if you do add a cute dog hanging its head out a window.

SHE SAID: Toyota tried to tug at your heart strings here , but I think this commercial would have been more effective as a regularly run ad. The Super Bowl is so cluttered with attention grabbing spots that trying to get people sentimental about their Camry’s a few adult beverages in, may not be the best approach (unless, of course, you’re Chrysler).

Fiat – Seduction Car featured: 500 Abarth | Watch the Video

HE SAID: I refuse to review this ad as a Super Bowl ad, it was launched last year and is not original to the Super Bowl. Granted it was the first time many people paid attention to the ad, even if they passively saw it before…

SHE SAID: This video was saucy to say the least. What can I say, sexiness sells. Any commercial that can get my husband to tweet that he wants to look at a Fiat 500 is a success in my book. Sorry dear, it doesn’t come with the model.

Audi – Vampire Party Car featured: S6 headlights | Watch the Video

HE SAID: A few people have asked me what do I think of the Twilight Audi ad. I felt it was more True Blood with the older vampires and cooler Echo and the Bunnymen soundtrack. Plus as one 20 year old reminded me they think Volvo when thinking Twilight vampires, since Volvo dominated in movie placements.

The whole Twilight, True Blood, vampire trendy thing aside the ad is a great example of taking a rather mundane product feature like headlights and making it compelling in an interesting way. Is it Super Bowl entertaining? Sure. Not every ad on game day has to have a dog or model (or soccer star) in underwear.

SHE SAID: This one actually made me laugh out loud, mostly because I’m not into all that Vampire stuff. Lots of people liked the funny ad and the hash tag they assigned to it (#SoLongVampires). This commercial was for those of us who aren’t in love with blood-sucking teen wolves. Unfortunately, the ad fell short of promoting a car. Who spends $3.5 million to advertise headlights?

Suzuki – Sled Car featured: Kisashi | Watch the Video

HE SAID: My choice for cutest dog ad goes to Suzuki for the Kizashi “Sled” commercial. It’s adorable heck even the human driver is adorable and isn’t that what great pet advertising is all about? Plus what else are you going to say about an All-Wheel Drive system that hasn’t been said or done twenty thousand times already.

SHE SAID: My first reaction was, “Suzuki has enough money to buy a Super Bowl ad?” After the initial shock, I then found this to be a witty ad. Glad to see the Kisashi get some love. Hopefully it’ll translate into some U.S. sales for the company.

Chevrolet – Stunt Anthem Car featured: Sonic | Watch the Video

HE SAID: One creative idea that always gets tiring is the “let’s break a world record or be the first at X.” You know the brainstorming has hit a wall when your creative team starts Googling to see if anyone has skydived a car before.

That said, it’s a well done version of a rather boring concept. Of course the well chosen music track "We Are Young" by Fun, ft. Janelle Monae helps dramatically.

SHE SAID: Many of my friends really liked the adventurous spirit of the Sonic ‘stunt’ ad. I thought it was pretty rad and catered to the X-games demographic. I’m not running out to get a Sonic anytime soon (because I still think it’s a glorified Aveo), but others have recommended the sporty compact.

Bridgestone – Performance Football Watch the Video

HE SAID: More tire tread balls. I'll give them an A for consistency and a C for maintaining anyone's interest.

SHE SAID: Much like the Patriots’ final play, this ad from Bridgestone was a great idea but was poorly executed. (Sorry, Pats fans.)



Lexus – Beast Car featured: GS | Watch the Video

HE SAID: Nice grille. Now is a good time to go get another beer before the game comes back on.

Honestly, it’s a good update to a rather bland design and in person I love the new GS I saw at the Panasonic booth while at CES last month, but this ad is entirely forgettable and nothing is worse than a forgettable Super Bowl commercial you just paid $3.5 million for.

SHE SAID: I actually liked the teaser ad better because it created some suspense and excitement. I would have like to have seen an extended version that showed the some of the performance aspects of this Lexus classic.

Cadillac – Green Hell Car featured: ATS | Watch the Video 

HE SAID: Another 3-Series challenger. Welcome Cadillac, join the crowd and thanks for the cliche track porn driving around Nuremberg. Can we all agree as an industry that Nuremberg shall never be used in another ad campaign or PR stunt? It's as overplayed as Tim Tebow Internet memes.

SHE SAID: Sorry, but just because you hired German engineers and flung it around the ‘Ring doesn’t mean it’s a BMW beater.


Bridgestone – Performance Basketball Watch the Video 

HE SAID: Sleeping baby for the win! Not sure how a bouncing tire tread basketball on a wood court is similar to a pothole filled Michigan road on 19” performance rims, but I’ll admit I’m over thinking this one. Maybe it’s just because I don’t really care to make the connection between basketball and a tire’s quietness.

SHE SAID: Yawn. Nobody wants to hear about tire treads, we want to see it in action. Give us performance!

Honda – Matthew’s Day Off Car featured: CR-V | Watch the Video

HE SAID: One of my favorites as long as you overlook the sad notion that every child of the 80s high school playing-hooky idol ends up in middle-age driving a Honda CR-V. Then again many do end up in a basic, but nice car like a CR-V. Nothing is wrong with that except most of us remember the car aspect of Ferris Bueller’s Day Off as the beginning of collective our lust for a 1961 Ferrari 250 GT California.

Of all the Ferris Bueller film moments in the ad, it’s not surprising we don’t see Broderick telling us, “if you have the means, I highly recommend picking one up” about the CR-V.

Oh well, it was great seeing a character we all loved return; though, Honda’s teaser made several think a new Ferris movie was coming, not another Super Bowl car ad. Guess we’ll all have to continue waiting for the full feature film of Ferris Bueller’s Day Off from Work coming to theaters in...?

SHE SAID: Ferris Bueller lives!...and he drives a CR-V. I liked how Honda brought back pleasant memories from a movie almost everyone over the age of 25 can remember (did I just age myself?). They did a great job recreating scenes of the original flick in such a short amount of time. Not sure anyone will be running out to by a CR-V, but there is a Facebook group pining for a sequel!

Acura – Transactions Car featured – NSX | Watch the Video 

HE SAID: This is the ad that crashed Acura’s website after it aired. I’m not surprised. Not because of the Jerry Seinfeld, Jay Leno celebrity effect. Nope. The reason everyone was rushing to Acura’s website was to see if they could afford the return of the much anticipated NSX!

What a beautiful car and a fun way to build excitement for the limited production release. Make a game of being first and isn’t being the guy on the block with the coolest car in the garage satisfy one of our most primitive desires? Plus this is one of the more believable celebrity fights to be first to own a car. This is the game of wealthy car enthusiast comedians than your typical Super Bowl viewer.

SHE SAID: The NSX lives!! And it’s really coming to production this time! I heart Jerry Seinfeld and Jay Leno. This would have been my favorite ad if it didn’t get released before the Super Bowl.

Volkswagen – The Dog Strikes Back Car featured: Beetle | Watch the Video

HE SAID: Star Wars has gone to the dogs. I ended up playing a drinking game with fellow #BrandBowl tweeters. Simple concept. Dog in ad = Drink. Thank you Volkswagen for the help.

SHE SAID: Well, well, well. VW actually released a teaser video and THEN a full Super Bowl ad that was loosely tied in with it. What a concept! This was a fun-loving bit that anyone could enjoy. Wait, is that the dog driving the Forester in that Subaru commercial?

Toyota – Reinvented Car featured: Camry | Watch the Video 

HE SAID: Some of the concepts here were cute and others confusing. Unfortunately the Camry didn’t look reinvented. It takes a pretty keen eye to see what Toyota has changed on the car this year. And with a typical evolutionary, not revolutionary change the concept of this ad falls short. 

Also what's with the time traveling baby that doesn’t poop and when it rains you lose weight? Neither seems desirable, except the no pooping part.

SHE SAID: I would definitely want to reinvent the DMV experience. The only thing missing in this ad and the other spot by Toyota was how they reinvented the Camry.

Chrysler – It’s Halftime in America Car featured: Various models | Watch the Video

HE SAID: I call this the Anti-Mitt Romney NY Times Op Ed Article Commercial. Sure it lacks the ring or sentimentality of It’s Halftime in America.

For a second year, Chrysler goes for the emotional up by our bootstraps brand messaging, but this time uses Dirty Hairy and fosters the strength of all of America, not just Detroit. It’s gritty, dark and strong just like last year’s ad but with a broader appeal.

Like the VW Star Wars ads, the Chrysler spot basically borrowed from last year’s success without an original idea. Instead it was more about building on prior success using a similar concept.

It’s not that I don’t like the Chrysler spot. It’s good. It’s just that I sort of saw it last year with Eminem and no offense to Clint Eastwood, but last year’s version was better. Besides I felt it was also so negative. Almost a view of America that is about 3 years old especially after seeing the improvements in the Unemployment rate and reduced fear about a massive recession; though, I’m by no means suggesting this economy is all fixed.

SHE SAID: This ad left me chanting, “Clint Eastwood for President!” For the second year in a row, Chrysler has seriously tugged on the heartstrings of Detroiters and Americans. There’s no one better to send the message of America’s true grit than Clint Eastwood. Although many people found this to be too politicized, I think it’s well timed. I liked how the ad didn’t showcase one car but rather bits of various Chrysler brand vehicles. Oh, and my favorite part of the ad? I didn’t see it before it aired!

Chevrolet – 2012 Car featured: Silverado | Watch the Video 

HE SAID: My favorite ad by far. I’m mainly happy to see the end of the world is less depressing than Cormac McCarthy’s The Road. Now there is a lot of controversy sounding this ad today after Ford raised several issues with Chevy’s claim of their product not surviving the fake-pocalypse, but that’s an issue for PR and legal.

As an ad, it is well done and a great touch with Twinkies surviving the apocalypse for a bonus comedic effect.

SHE SAID: Drama! The ad was great, don’t get me wrong. I just think that it would have had a stronger impact if Chevy didn’t single out Ford in such a negative way. After all, Ford isn’t the only other automaker competing in the truck market. Disclaimer: The author of this post provides strategic communications services for organizations that represent the auto industry, including many of the car manufacturers featured in this blog post. The views expressed in this post are solely the author’s and were not solicited by any third party.
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Saturday, February 4, 2012

Pregame Buzz



Last year Volkswagen had quite the viral hit with "The Force" Super Bowl ad.  Of course, many forget that hit required some media spend to drive awareness about the commercial before the big game. Volkswagen did several paid media placements including the homepage of YouTube.

The awareness raised by advertising assisted sharing dramatically, but mostly sharing worked because "The Force" ad was brilliant with its adorable use of Star Wars encapsulated in the eyes of a little boy playing Darth Vader.

This year everyone is replicating VW's strategy to viral success. Ads are showing up everywhere promoting Super Bowl commercials.  Facebook ads. Promoted Tweets. YouTube homepage takeovers. Emails promoting the ads.

Here is a list of the Super Bowl commercials having some pregame advertising to drive YouTube video views along with how many views they received as of Saturday morning February 4. Each ad had it's own amount of advertising dollars supporting it.


We'll all see a year from now if one of these ads can attain the viral dominance of VW's "The Force" which has 50,014,879 views after a year on YouTube.

Acura "Transactions"
12,417,801
Honda "Matthew's Day Off"
10,913,584
Audi "Vampire Party"
3,468,337
VW "The Dog Strikes Back"
2,984,829
Toyota "It's Reinvented"
1,601,559
Chevy "Happy Grad"
1,243,390
Chevy Sonic "Stunt Anthem"
465,503
Hyundai "Cheetah"
452,094
Cadillac "Green Hill"
199,803
Lexus "Beast"
140,886

For a full review of the automotive Super Bowl ads, stay tuned as Melanie at the BeCarChic blog and I will be doing our 3rd Annual She Said, He Said Super Bowl Automotive Ad Review.
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Monday, January 30, 2012

Ferris Bueller Grows Up and Drives a Honda CRV



Honda has released its full Super Bowl CRV ad featuring Matthew Broderick as a grown up Ferris Bueller. The video is at 307 views right now. I'm guessing it will be over a million before the end of the day.

The trend of releasing your Super Bowl ad a week or so before the big game was one VW did last year with their child Darth Vader "The Force" ad (now at over 49 million views.)  By the time the Super Bowl kicked off, the online video had over 4 million YouTube views with no media driving to the commercial, everything was simply online buzz.

Like the Darth Vader ad, the Ferris Bueller ad appeals to the nostalgia of GenX consumers who are definitely the key buyers of CRVs (and VW Passats too.) So if you are going to go big with your nostalgic movie rights ad buy, the Super Bowl is the platform to do it at.

Also, look forward to next week's post where I'll be doing the Third Annual She Said, He Said Super Bowl Analysis with Melanie Walker Batenchuk over at the BeCarChic blog.

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Monday, April 11, 2011

Automotive Facebook Fans by Brand: March 2011



March was a rather subtle month without a lot of on-site fan growth ads from the automotive brands, but it was the first month a new brand returned to the United States. It’s been 27 years since Fiat has sold a car here. They returned with the Fiat 500 and I have added Fiat to this list. Like BMW, MINI and Mercedes, Fiat also has a USA-focused Facebook fan page, but like those brands I am reporting on the global brand’s Facebook fan page, but do record all of the USA-focused fan pages.


Meanwhile, Acura continued to run and promote their “Compete Like a Pro” contest for the all-new TSX Sport Wagon (as an interesting side-note, the TSX Sport Wagon is the Japanese Honda Accord wagon that everyone was hoping for back when the Honda CrossTour was announced last year causing quite an uproar on the Honda fan page.) The “Compete Like a Pro” contest is an interesting example of fan growth from marketing, CRM, and engagement.

Back in January they promoted the contest and bought some Facebook ads to support the effort creating a 23% increase in fan growth. In February, some marketing continued but most of the effort to promote the contest was done through Acura’s email communications (see image at left from a February 22 email) and there was some promotion by contestants to create interest (votes) for the contest that resulted in a 10% fan growth. As the initial surge of contestant promotion tapered, so did the fan growth, as it was only 5% in March when the contest was closing the voting.

Many of us see friends in our own communities promote – ask for – votes when they do an online contest. This initial surge in friend participation comes to an end rather quickly and then near the end of the contest, the highly competitive top people in the votes make an additional request for votes, but this is a much smaller group. What we see with the Acura contest is fairly typical and shows that the biggest impact in fan growth is still advertising to promote instead of counting on organic growth. The final 5% growth in March is a normal organic fan growth so the contest was doing very little in fan growth. Of course it might of (and hopefully did for Acura) create more clicks to dot.com and engagement which were probably the primary goals of the contest.

There was very little else going on in March for the automotive brands on Facebook. Lexus saw some positive growth with the biggest bump of 22% fan growth coming from their heavy media buys around the all-new Lexus CT200h.



Note: Unfortunately I missed a month in March, a first since starting this monthly post in November of 2009. I did record the fan numbers and you can see the early fan numbers from March in this post. I never did a February 2011 report, but have all the raw data if any one wants it. Please send me an email at red335i@yahoo.com if you do.


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Tuesday, October 12, 2010

Honda Attempts to Add Some Swagger to Their Wagon



If the Toyota Sienna is the "Swagger Wagon", does this latest commercial for the Honda Odyssey make the Honda minivan the "Hair Band Wagon"? And what appeal would a hair band wagon have besides being capable of hauling around a couple kids and a pair of Marshall amplifiers?

Sorry Honda but this one tries to come across as absurd fun, similar to the Toyota Sienna campaign but it unfortunately misses the mark. It just falls flat. It comes across as if the ideation team looked at what their main competitor was doing and decided hey we really need some music in our ad and should make the minivan cool again. Answer: Black cat, Marshall amps, and fireworks. Hmmmm.... maybe the ad needs more spandex and a drum solo?


How it's done.



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Monday, October 11, 2010

Automotive Facebook Fans by Brand: September 2010



Let’s get the big news out of the way. BMW surpassed the 2 Million fan number September 28th. On July 5th they hit 1 Million fans, so in a mere 3 months they gained over 1.1 Million fans. BMW has been on a fan rampage and finished the month promoting their secret reveal (I’m guessing it’s the new BMW 6-series.)

Hyundai saw a massive increase in fans as they nearly doubled their fans in September from 41,653 to 82,773 fans. This was done in part by some reachblock ad units I did see Hyundai run on the Facebook site. Others doing reachblock ads where Cadillac and Toyota continued to promote their safety and user story ads throughout the month of September.


Honda worked on promoting their Honda CR-Z Hybrid, but the ad units drove consumers to the CR-Z vehicle page. Honda saw a typical 10% gain on the brand page. Unfortunately, I think they missed an opportunity to drive more fan traffic to their primary brand page. It’s interesting to note that at the end of September Honda’s luxury family member Acura decided to abandon their vehicle fan pages. It will be interesting to see if Honda makes a similar move with their product fan pages or if other brands will follow Acura’s lead here, especially as brands probably look to 2011 and 2012 as ways to increase social media efficiency as social destination effectiveness comes clear with years worth of supporting data.

MINI finished their major Facebook campaign where they gave away a MINI Countryman from their Facebook fan page. Fred Manuel Roldan Rivero from Lisbon, Portugal won the MINI Countryman and the brand shared the giveaway PR event with their fans. Overall it was a nice promotion for the Facebook fans but MINI didn’t really see any major bump in fans which I find interesting because this contest may have more to do with energizing its fans than say growing the fan base. I don’t have any of the ad units promoting the event, if there were any, but MINI only saw a mediocre 11% increase in fans in September and XXX% in August. It’s tough to judge the contest as I don’t know what MINI was trying to drive. I assume handraisers and contest entries but Facebook fan growth didn’t seem to be a goal or a goal that wasn’t met.

In another notable move, Scion experienced a 34% jump that probably was due to the launch of Scion in Canada. Previously, Scion was only available in the United States. Scion launched the brand in Canada last month and one can assume the launch helped some fan growth from those to our north.


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