- Multifaceted, large-scale effort across Twitter, Facebook and YouTube includes real-world stunts, comedy and concerts August 4–8
- Honda will donate $100,000 to the Pediatric Brain Tumor Foundation
- ‘Summer Cheerance’ to feature videos from YouTube superstar, Andrew Hales
- Campaign to include TV spots, print, digital, and radio placements
Honda is launching five days of continuous “Summer Cheerance” by spreading an abundance of smile-inducing videos, memes, GIFs and visual jokes via social media, as well as hosting events from Mon., Aug. 4 to Fri., Aug. 8 to support the brand’s annual Summer Clearance Sales Event. In addition, Honda will donate $100,000 to the Pediatric Brain Tumor Foundation as part of this effort. The Summer Clearance event will also be supported by traditional TV, print, digital and radio advertising.
On Aug. 4, “Summer Cheerance” will launch with an introduction video revealing the mission to spread Summer Cheer. Lots of funny, crazy or just plain weird cheer videos, memes and GIFs will respond to people on Twitter throughout the five-day effort. Facebook and YouTube will also be leveraged. Content will conclude with a Honda Summer Clearance Event call to action.
To magnify reach, the brand is teaming with YouTube superstar Andrew Hales to promote his take on “Summer Cheerance” via two videos on his popular LAHWF YouTube channel during the five-day effort.
Real-world events will bring surprise moments of cheer in select cities across the country. Video will capture unsuspecting participants experiencing acts of cheer and will then be shared on Honda’s social channels during the “Summer Cheerance” effort. Live cheer events include randomly placed piñatas filled with goodies at various locations, and “Stand Here for Cheer” will encourage people to stand in a painted box on the ground in a busy area to receive a surprise act of cheer, such as being serenaded by a saxophonist. “Cheer Detector” at a beach finds buried treasured chests that will be shared with onlookers.
A Pandora® Summer Cheerance station featuring a variety of happy tunes will spread cheer and be promoted across Pandora. And rush-hour commuters will get their own dose of cheer from up-and-coming comedian Steve Simeone who will deliver two 60-second, custom-made “Summer Cheerance” comedy bits during a commercial break.
“We are committed to spreading unprecedented cheer starting today and connecting with as many people as we possibly can in five days,” said Susie Rossick, senior manager at American Honda Motor Co., Inc. “This collection of silly and wonderful morsels of cheer across social media, and in real life, are designed to make an impact, create smile-filled buzz and remind people that summer is the best time to get a great deal on a Honda.”
Progress videos will be posted throughout the campaign to keep people updated and give a sense of the breadth of “Summer Cheerance” activities.
Customized digital units include a ticker tracking the goal to three million on http://www.shophonda.com/ and banner ads featuring cheery memes, and “Summer Cheerance” pre-roll will appear before humorous videos across video sites.
On TV, the Summer Clearance Sales Event campaign features six TV spots, including “Fan,” “Golf Cart,” and “Rain” that build off of last year’s successful summer event. The campaign features dramatizations of actual social media posts from people who are unhappy with their current cars, positioning the Honda Summer Clearance Event as the solution to their problems.
Network TV placements are scheduled on “The Bachelorette,” “New Girl,” “24″ and “MasterChef” and on national cable networks such as Bravo, Discovery, TBS and HGTV.
A strong online presence will also support this event, including banner ads on high-traffic auto sites such as Cars.com, KBB.com and Edmunds.com as well as units on Facebook, Twitter and YouTube. Print ads will run in “People,” “Sports Illustrated” and top-market local newspapers. Network radio spots will also air during the event.