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Honda targets multicultural millennials through Snapchat and social media influencers

A new integrated campaign from Honda has been released with the aim of targeting uber-connected multicultural millennials to introduce 2018 Honda Fit.

The campaign features a 30-second Hispanic TV spot titled 'Secret Life of Fits' and another titled 'Fituation' targeted to African American millennial car buyers.

Honda has also integrated with Snapchat, which will feature comedians and influencers including Nick Cannon, Renny, Lejuan James and Frankie Quiñones.

“Millennials are the most diverse group of buyers out there, and the Honda brand has seen an increase of 12 percentage points in multicultural millennial buyers since 2010. We have created an engaging and comedy-driven campaign that speaks directly to these buyers where they spend the most time-consuming media online," explained Susie Rossick, assistant vice president of Honda marketing at American Honda Motor Co.

To further expand the campaign, Honda will partner with Uproxx to produce five episodes of a web series called 'Hang Time.'

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