Do You Have Love For Honda? Express It.

Ad Age is reporting on how happy Honda is with it’s “Social Experiment,” a mostly viral effort with some TV sprinkled on top.

In August, Honda quietly launched an official Facebook page, themed “Everybody Knows Somebody Who Loves a Honda,” to recruit fans of the brand.

Honda initially supported the site with a sprinkling of ads on Facebook. “It wasn’t a big media buy, but it got a lot of attention,” said Tom Peyton, senior manager-national advertising. Earlier this month, TV was added to the mix, with 15- and 30-second spots featuring actual owners. The commercials were created by Honda’s longtime agency, independent RPA, Santa Monica, which developed the concept.
Honda isn’t using the exercise as a way to expand its database of prospects. “We aren’t collecting names and e-mails, and we are not going to hound these people,” Mr. Peyton said. “We are learning, like everyone else, what we are permitted to do with these kinds of things.”

I used to own a black ’91 Honda Accord station wagon, and RPA is right, I loved it.

About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative direction at Bonehook in Portland, Oregon.