HONDA CIVIC TOUR
In 2000, American Honda Motor Co., Inc., was searching for an innovative way to integrate the Honda Civic within the contemporary youth market. Marketing Factory (MFI) created the "Honda Civic Tour" - an ownable, branded music experience to enhance Honda's mainstream national advertising.
Since Honda Civic Tour's inception 15 years ago, Marketing Factory has connected Honda with 4.2 million people at over 500 concert events, overwhelmingly to the sought-after 16-through-30-year-old demographic. From experiential activation to online content, fans and concertgoers alike have received exclusive, interactive access to 73 of their favorite music performers, including One Direction, Maroon 5, Demi Lovato, blink-182, Nick Jonas, Linkin Park, Incubus, The Black Eyed Peas, Paramore, My Chemical Romance, Panic! At the Disco, Everclear, Grouplove, Portugal. The Man, American Authors and more.
Music industry trades have called Honda Civic Tour "an institution." 2016 marks the 15th anniversary of the platform. It's exciting to see how it evolves year over year.
HONDA CIVIC TOUR FEATURING DEMI LOVATO & NICK JONAS: FUTURE NOW
For the 15th year of the Honda Civic Tour, partnering with one of the most anticipated touring duos of the summer, Demi Lovato & Nick Jonas, made perfect sense. The onsite activation includes Demi's custom Honda Civic and Nick's custom Honda Grom motorcycle on the floor at every show, custom-branded onscreen video content and pocket programs, which are distributed by Honda Civic Tour brand ambassadors. The robust digital plan consists of behind-the-scenes exclusive content, an online sweepstakes and a multitude of artist and brand social posts.
HONDA CIVIC TOUR PRESENTS ONE DIRECTION
The 2015 "Honda Civic Tour featuring One Direction" was more than just a tour sponsorship. This was an extended tour partnership that used the Honda Civic Tour template as a platform to create a multi-tiered digital and physical experience that spoke to One Direction fans and music enthusiasts repeatedly over the course of 10 months, developing a relationship with potential consumers via multiple channels.
This extended communication was strategically scheduled to coincide with key milestones on both the brand side as well as the artist side. For example, in November of 2015, Honda debuted its all-new 2016 Honda Civic, complete with a commercial featuring One Direction and exclusive behind-the-scenes of the group filming the well-received spot. At the same time, One Direction released a chart-topping album, with its lead single being featured in the Honda commercial.
Honda and One Direction were in sync every step of the way, coordinating a social media plan with a multitude of artist and brand social posts. Onsite, the relationship was even further enforced from the Honda Civic customized by One Direction on display on every stadium floor, to the free program guides passed out at every entrance, to the co-branded video screen content featuring Honda ads specifically created for the concert audience.
HONDA CIVIC TOUR PRESENTS MAROON 5
In 2013, two-time Civic Tour alums, Maroon 5, set the precedent for all Honda Civic Tours to come. From the success of the digital activation with Maroon 5, the Honda Civic Tour evolved from solely an experiential program to now have a massive focus on content, digital + social moving forward. As Adam Levine said, "Honda Civic Tour - BOOM. Success."
For more details on Honda Civic Tour, go to HondaCivicTour.com.