To promote its annual summer clearance sale, Honda, today, will do another Live Vine Day in which the brand will respond directly to consumers who use the #HondaLove hashtag on Twitter with live Vine videos encouraging them to share their personal stories of #HondaLove.
The brand’s initial effort on July 15 responded to tweets with the #wantnewcar hashtag with live Vine videos encouraging users to ditch their old cars and purchase a new Honda through the Summer Clearance Sales Event. On Twitter, the hashtag #wantnewcar received more than 100 million impressions and nearly 10,000 #wantnewcar mentions.
In addition to the social media component, the Summer Clearance event is supported by television, print, digital and radio advertising leveraging the #wantnewcar conversation and user-generated tweets.
To support the hashtag, #HondaLove will be a promoted trend on Twitter on Aug. 6 and a USA Today home-page takeover will feature a live Twitter feed of the @Honda responses to #HondaLove. In addition, the effort will be promoted with Facebook ads and digital media on auto-shopping sites.
Check out the campaign promo video below as well as one response video from the initial campaign featuring Rebecca Black.
Hey @nickminers, we don’t have those at the Honda Summer Clearance Event. But we have @MsRebeccaBlack! https://t.co/SYKywDClZ5 #wantnewcar
— Honda (@Honda) July 15, 2013
