Creativity

RPA's #HondaLove Campaign Creates Personalized Vines

Brand Responds in Real-Time to Tweets Using Hashtag

Published on Aug 08, 2013

Editor's Pick

Honda follows in Old Spice's tracks with a second "Live Vine Day," where the brand will respond to tweets using #HondaLove with live Vine videos. The brand even made this special Vine as a nod to Creativity's own "Top 5," featuring what look like hilarious outtakes from the Vine production.

In July, the brand's first "Live Vine Day," which responded to #wantnewcar mentions, received 100 million impressions and 10,000 #wantnewcar mentions. The two campaigns promote Honda's Summer Clearance Sales Events.

"Love" has been part of Honda's marketing strategy for a while now, with the brand pulling off cute moves to show its fondness for its fans, such as the time it surprised an indie band with a concert of a lifetime.

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About

Credits

Date
Aug 08, 2013
Agency:
RPA
Client:
Honda
EVP/CCO:
Joe Baratelli
SVP/ECD:
Jason Sperling
SVP/EP:
Gary Paticoff
VP/CD:
Chuck Blackwell
CD/Copywriter:
Ken Pappanduros
Art Director:
Ariel Shukert
Copywriter:
Jen Winston
Senior Producer:
Fran Wall
Production Coordinator:
Grace Wang
Production Company:
Recommended Media
Director:
Chris Woods
Founder/CEO:
Stephen Dickstein
Partner/Executive Producer:
Philip Detchmendy
Partner/Executive Producer:
Jeff Rohrer
Producer:
Darrin Ball
Editing Company:
The Reel Thing, Inc.
Editor:
Lance Pereira
Editor:
Val Thrasher
Flame Artist:
Moody Glasgow
Executive Producer:
Doug Kleckner
Telecine:
The Mill
Colorist:
Adam Scott
Audio Post:
Lime Studios

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