The 'Want New Car' Honda social media campaign takes note of people who have sent out Tweets about behing unhappy with their current vehicle. On July 15th, Honda encouraged Twitter users to use the hashtag "want new car" and in exchange, Honda sent out a series of personalized six-second Vine videos in response.
Honda partnered with the RPA agency to bring this campaign to life and coordinate its launch with its Summer Clearance Sales Event in the hopes of coaxing miserable car owners to buy a shiny new vehicle.
Although it seems like an overwhelming idea to make a video for each person who tweets using this hashtag, Vine videos are a short and sweet way for a brand to make personal connections with its consumers.
Tailored Video Response Campaigns
This Honda Social Media Campaign Made Custom Vines for Consumers
Trend Themes
1. Social Media Personalization - There is a trend towards personalized social media campaigns such as Honda's 'Want New Car' campaign, which incorporate tailored video responses.
2. Short-form Video Marketing - Short-form video platforms like Vine are being utilized by brands to create personalized and engaging content for their consumers.
3. Data-driven Campaigns - Brands are using data on consumers' behavior and preferences to develop targeted campaigns, such as Honda's 'Want New Car' campaign.
Industry Implications
1. Automotive - The automotive industry can utilize social media personalization to connect with potential customers and market new vehicles in an engaging way.
2. Marketing and Advertising - Marketing and advertising professionals can embrace the trend of data-driven campaigns optimized for social media in order to efficiently advertise products or services.
3. Social Media - The trend towards social media personalization is driving innovation within the social media industry. Platforms that offer video response capabilities to brands could see significant growth.