Home  › Marketing › Strategies
start-something-special-social-launch2

Honda Asks Fans to #StartSomething and Share Their Stories

  |  November 5, 2013   |  Comments

The brand wants Honda fans to submit their stories on a new website and use the hashtag #StartSomething as an extension of its Honda Loves You Back campaign.

Honda is furthering its fan appreciation efforts with the launch of HondaStories.com, which, as the name implies, asks fans to share stories about their Hondas. And, in order to facilitate conversations, the brand is also encouraging fans to use the hashtag #StartSomething.

The Honda Stories site asks owners to submit stories in 2,000 characters or less. They can also submit photos and tag their submissions with #hondalove, #mycivic, #honda, #bestyourself and #myhonda.

To kick off #StartSomething, Honda showed what it calls some "special appreciation" to a couple because of their long family history of Honda loyalty. The couple had contacted several dealers in the New York area looking to borrow CRVs for their upcoming wedding ceremony.

However, according to Alicia Jones, manager of Honda and Acura social marketing, the brand saw it as an opportunity to extend its Honda Loves You Back campaign and instead upped the ante. As of October 29, the YouTube video of this #StartSomething surprise has 97,000 views.

A 2011 press release calls Honda Loves You Back "a series of feel-good surprises" that connect with fans and show appreciation to current Honda owners like surprising Honda owners by paying for their parking at a Honda Center sporting event in Anaheim, Calif.; giving Honda owners a free car wash, free lunch and free back rub in Atlanta; and paying for Honda owners' parking at Aquarium of the Pacific in Long Beach, Calif.

More recently, a band called Monsters Calling Home "recorded, shot and edited an entire music video in their Hondas," Honda says on its Facebook page. "We think that's pretty rad. So we're doing everything we can to make them famous."

A video of the band's surprise performance on Jimmy Kimmel Live that was facilitated by Honda has 1.4 million views as of October 29.

And, Jones says, the brand is now using the #StartSomething hashtag to start conversations "where we can show some special appreciation."

In fact, the #StartSomething campaign launches along with a national TV spot called Thank You that shows photos and videos of families demonstrating appreciation of the Honda brand. Honda, in turn, thanks them.

According to Jones, the brand has had the ability for fans to submit stories to Tumblr for several months, but officially launched the Honda Stories site on October 28 and is "hoping to get more interesting stories from fans and customers through that."

As of October 29, Honda had received 14 stories via the new platform, Jones says.

According to Honda, the #StartSomething conversation will carry on across its social platforms, including Facebook, Google+, Instagram, Tumblr, Twitter and Vine. All stories will be collected at hondastories.com.

"We realized we have great stories that our customers and fans are posting and these are remarkable and interesting and fun stories that are a better testament to Honda products than we could ever dream up," Jones says.

Honda has 3 million likes.

ClickZ Live Chicago Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, Oct 3 to take advantage of Early Bird Rates!

ABOUT THE AUTHOR

Lisa Lacy

Lisa Lacy is senior staff writer at ClickZ. In addition to ClickZ, her work has appeared in The Huffington Post, The Luxury Spot, LearnVest, MarthaStewart.com, GoodHousekeeping.com, amNewYork, and The Wall Street Journal. She's a graduate of Columbia's School of Journalism.

COMMENTSCommenting policy

comments powered by Disqus

Get the ClickZ Marketing newsletter delivered to you. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

IBM: Social Analytics - The Science Behind Social Media Marketing

IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.

An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising

An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising
If you're considering implementing a marketing attribution model to measure and optimize your programs, this paper is a great introduction. It also includes real-life tips from marketers who have successfully implemented attribution in their organizations.

Jobs

    • Tier 1 Support Specialist
      Tier 1 Support Specialist (Agora Inc.) - BaltimoreThis position requires a highly motivated and multifaceted individual to contribute to and be...
    • Recent Grads: Customer Service Representative
      Recent Grads: Customer Service Representative (Agora Financial) - BaltimoreAgora Financial, one of the nation's largest independent publishers...
    • Managing Editor
      Managing Editor (Common Sense Publishing) - BaltimoreWE’RE HIRING: WE NEED AN AMAZING EDITOR TO POLISH WORLD-CLASS CONTENT   The Palm...