Honda has developed a virtual treasure hunt across its social channels which tasks users with solving a series of clues for the chance to win a 2017 Civic.
The Honda Civic Live Challenge has been created in partnership with DigitasLBi and aims to promote the carmaker’s new 2017 Civic model.
The integrated social media campaign is running over 48 hours and takes prospective customers on a virtual treasure hunt where they must decipher a postcode from a series of challenges.
During the competition period Honda will launch a series of six challenges via Facebook Live, prompting participants to visit other digital destinations in order to find the answers.
The campaign will run on Honda’s digital platform as well as its social channels including Facebook, YouTube, Instagram and Twitter, in the UK, Germany, France and Spain.
Darren Wood, creative director at DigitasLBi said: “When they developed the new Civic, Honda’s engineers threw out the rule book and challenged themselves to create an entirely new car from the ground up – so we needed to find a fresh approach and challenge our target audience’s opinion of the brand in order to make them consider the Civic.”
Claire Dunford, European social media section manager for Honda Motor Europe added: “In order to get our audience excited about the all-new Civic, we needed to create something which would have real cut-through in newsfeeds and stand out from all the social noise. This fun and engaging campaign enables prospective buyers to learn about the Civic in a unique way, whilst staying true to the challenging spirit of the car.”