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Friday, July 19, 2013

Honda Asks Twitter Want a New Car? Responds with a Get a New Vine

On Monday July 15th, Honda launched a social media campaign using the short-form video application Vine as a way to reach people expressing their frustrations with their current car. They noticed a lot of people in social media share their daily vehicle problems, which could open up an engaging opportunity to help promote Honda’s Summer Clearance Event.

Prior to the day, they shared this video promoting what the social media team intended to do. Basically they would respond to people with car issues by creating a 6-second Vine video using the hashtag #WantNewCar.


Monday came and Honda created several Vine videos showing dealership sales people in khaki pants and blue shirts filming whimsical videos at Honda dealership.  They responded in the following way with people in need of a new car.


So how did it do as a way to increase social conversation for Honda? 

The following three charts show a couple things.  The first looks at the use of the #WantNewCar hashtag, with most of the activity coming from the paid Promoted trend on Honda bought on Twitter July 15th. 

The second chart looks at mentions of “@Honda” to see what kind of lift came from people talking about the brand account or retweeting content from the campaign.  The top piece of content shared was this Vine using YouTube sensation Rebecca Black that received 34 retweets and 25 favorites.


The third chart looks at overall mentions of “Honda” in the last 6 months. Ignoring the April spike due to the Boston Police looking for a Honda sedan at one point during the bombing manhunt, the conversation around Honda didn’t really move much and was normal during this past week’s vine event. This comes as no surprise as a lot of engagement on the #WantNewCar hashtag focused more on people wanting some other car than a Honda; though, quite a few people did ask Honda for a free car.

Mentions of "#WantNewCar"

Last 6 Months Tweets Mentioning "@Honda"

Last 6 Months Tweets Mentioning "Honda"

The campaign did provide some decent lift and received positive response from media and social media fans.  Plus it’s a fun creative execution that tried to engage Twitter users in a playful way.  That said, the hashtag might have been more of an issue with this campaign.


The night of the event I followed the conversation closely and came away with three common responses from the online community.
  • Most people who engaged with #WantNewCar thought Honda was asking them to share a negative experience with their current car (or lack of owning a car) so that they could win a free car from Honda.

  • Those who were hoping for a new car for free asked more often for something other than a Honda.  Pick your favorite aspirational sports car and that was likely what people were tweeting about.

  • Finally for those who found out that they were not getting any possibility of a free car, and may only get a free vine video, well that didn’t go over so well.


And while the Honda Vine videos were not as revolutionary or compelling as some other campaigns, the company did recently release this brand video showcasing Honda’s history in a fascinating way.


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2 comments:

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