Honda responds to Twitter fans using live Vine videos as part of new campaign

Honda has announced it will directly engage with Twitter users utilising real-time Vine videos, as part of its annual Summer Clearance Sales Event. From today, 15 July, Honda will respond to tweets with the #wantnewcar hashtag with live Vine videos encouraging users to buy a new car in the sale. Susie Rossick, senior manager at American Honda Motor Co, said: "This campaign provides a new and unique way to remind people that summer is the best time to get a great deal on a Honda.""If a user mentions needing a new car to pick up a pizza, that Vine video response may feature a Honda dealer offering a great deal…with a mouth full of pepperoni," she offered as an example. In addition to the social media campaign, the event has been supported by television, print, digital and radio advertising leveraging the #wantnewcar conversation and user-generated tweets. The eight TV spots show various Honda dealers responding to real tweets, while finding alternative cars and deals for viewers to consider. The spots will air during national prime network programs and on cable networks, including A&E, Animal Planet, Bravo, AMC and TBS. Print creative will run in consumer weekly publications such as ‘Entertainment Weekly,’ People, Sports Illustrated, Bloomberg Businessweek, and TIME as well as top-tier daily newspapers that include the The New York Times, Wall Street Journal and USA Today.Online ads will run in automobile and consumer websites, including AOL Autos, Edmunds, MSN Autos, Autobytel, AutoTrader and Cars.com, with a home-page takeover on USA Today that will pull in @Honda's live Twitter feed for viewers to keep up with the Vine video responses. The creative was developed by LA-based agency RPA, while Publicis Groupe's MediaVest controlled the media handling and buying.

Good news, @brittanytaylor6, We think you and Honda are a perfect match! #wantnewcar https://t.co/xcQbPkuqDj

— Honda (@Honda) July 15, 2013