To promote its Summer Clearance Event, Honda took to social media on July 15th, using Twitter and Vine to encourage interaction with customers. Asking them to tweet why they are sick of their old cars, using the hashtag #wantnewcar, the company then responded to individual gripes with amusing Vine videos. The six second videos were personalized to each complaint and encouraged the user to get a new Honda at the sale event.
The hashtag saw 6,895 Twitter mentions from 5,617 users with 14.8 million estimated Twitter impressions. The word “Honda” received an estimated 247 million impressions between July 14 and Tuesday morning.
Why I’m Curious: There are a lot of big companies that wrestle with how to use social media as a promotional platform. While Twitter and Facebook have been leverage well by a lot of brands, I love studying the different, more experimental ways brands use Instagram and Vine. Honda’s approach harnessed the brevity of Vine and used it in a fun way, interacting with younger customers both quickly and creatively.