How Honda used Vine to interact with consumers

Brands use the video-sharing app in creative ways, but Honda gave its existing and potential customers one-on-one experiences, melding solid planning with spontaneity.

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Although brands are showing no lack of creative uses, Honda took it up a level this month. The automaker didn’t simply use Vine’s six-second video template to spark customer conversations; it joined them.

For its annual Summer Clearance Event, Honda asked fans on Twitter to tweet their car problems using the hashtag #wantnewcar. The company responded to customers throughout the day with quirky, personalized Vine videos.

Hey @zombie_reporter, then you’d better hurry in to the Honda Summer Clearance Event. #wantnewcar

— Honda (@Honda) July 15, 2013

Honda’s approach created a dialogue with consumers. The campaign wasn’t topical, nor did it play off a cultural moment. Instead, it was built on Vine’s power to connect with customers in a personal way.

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