Talk about being on trend: To create a buzz around its Summer Clearance sales event, Honda used Vine and Twitter for a fun promotion this week. On Monday, Honda encouraged fans to tweet messages about their old broken down cars with the hashtag #wantnewcar. A Honda team working at a dealership in southern California then created fun six-second response Vine videos.
Honda’s cheerfully goofy videos included gifts, sing-alongs, and a giant version of Bejeweled Blitz played with Accords. The production team was able to put a lot of personality into the short videos, creating spots that are far more enjoyable than the average car commercial.
The car company isn’t limiting the campaign to Vine and Twitter: it will also create TV commercials that show Honda dealers responding to real tweets. In one commercial, Honda responds to a tweet from actor Neil Patrick Harris in which he asks for advice on choosing a minivan.
While Honda can obviously afford a professional and polished marketing campaign, it chose to go with a scrappy improvised look for these Vine videos. While it’s too early to say how well the campaign bolstered Honda’s sales or its Summer Clearance event, the Vines give Honda a spirit of fun that help it stand out from other car manufacturers. It’s a fresh low-budget idea that companies of any size can use in their own promotions.
By the way, if you’re wondering why Honda didn’t go with Instagram videos for the campaign, it explained (in an Instagram video) that it didn’t know what to do with the extra seconds.