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.
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. http://t.co/G6yQy5kDcq #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.
Become a Ragan Insider member to read this article and all other archived content.
Sign up today
Already a member? Log in here.
Learn more about Ragan Insider.
