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.