TORRANCE, CA: Honda is using music and social media in an attempt to capture the Gen Y customer in a new campaign centered on the launch last month of its redesigned Civic.
“Our goal is to reach out to fans of the Civic and introduce it to a younger demographic,” said Jessica Fini, a spokeswoman for the campaign called The Sounds of Civic, which includes a songwriting competition.
The campaign is using Twitter and blogs, including tweets by musician Pete Wentz, a former member of the band Fall Out Boy.
Songwriters can submit their work on the Honda Civic Facebook page. Eight finalists will receive $2,500 in musical equipment from Sam Ash Music Stores. The winner will perform in October in Los Angeles as part of the Honda Civic Tour and be given a new Honda Civic. The initiative runs until June 5.
Venice, CA PR firm bigMethod, is handling the digital initiative and social media aspects of the launch. Honda is managing the rest of the PR in-house.