Honda’s shoestring Pinterest campaign attracts millions

When Honda gave pinners $500 to stop pinning, it earned the carmaker not only hundreds of fans, but a top prize in PR Daily’s Digital PR & Social Media Awards.

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What would you do if someone told you they would pay for you to do anything from one of your Pinterest boards? Chances are you’d be pretty excited.

Honda made such a proposal to five influential pinners for its Pintermission campaign, which earned the carmaker first place in the Best Use of Pinterest category in PR Daily’s Digital PR & Social Media Awards. The campaign successfully announced Honda’s presence on Pinterest in a way that went beyond simply pinning.

The campaign

The goal of the Pintermission campaign was to establish Honda’s new CR-V in a unique way that promoted the vehicle’s “get out and live life” personality. Marketing the vehicle on Pinterest was a natural choice, as target customers for the CR-V are young people on the edge of adulthood’s big milestones—marriage, children, etc.—and young people plan those milestones on Pinterest.

Honda reached out to five influential pinners—chosen by the number of followers they had—and challenged them to a #Pintermission: a 24-hour break from Pinterest to bring something from their boards to life. To help the pinners complete their chosen activities, Honda gave them $500 apiece.

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