Honda Returns With Another Live Vine Day
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.