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Case Study:
Honda Civic Tour


Honda Civic Tour

In 2000, American Honda Motor Co., Inc. was searching for an innovative way to integrate the Honda Civic into the contemporary youth market. Marketing Factory created the "Honda Civic Tour" – an ownable, branded music experience – to enhance Honda's mainstream national advertising.


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Since Honda Civic Tour's inception 18 years ago, Marketing Factory has connected Honda with 4.2 million people at over 500 concert events, overwhelmingly reaching the sought-after 16 through 30-year-old demographic. From experiential activations 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, OneRepublic, 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." Marketing Factory has evolved the program over the past 18 years, keeping the Honda Civic Tour relevant, successful and on trend.


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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 included Demi's custom Honda Civic alongside Nick's custom Honda Grom motorcycle on the floor at every show, as well as custom-branded onscreen video content and personal pocket programs, which were distributed by Honda Civic Tour brand ambassadors. The robust digital plan consisted of behind-the-scenes exclusive content, an online sweepstakes, and a multitude of artist and brand social posts.




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 and 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, and its lead single was 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 symbiotic relationship was 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.




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 having a massive focus on digital + social content moving forward. In the words of Adam Levine, “Honda Civic Tour – BOOM. Success.”