Honda partnered with BuzzFeed to generate awareness and promote the new HR-V model to millennials.
Honda also aimed to connect with younger audiences on a human level through relatable, engaging content that highlights HR-V messaging.
Key performance indicators were brand awareness, reach and engagement.
Honda set out to work with BuzzFeed to create customized content that was relatable and engaging. In addition to three other BuzzFeed posts, the team dreamed up a customizable "What Will Happen on My Next Road Trip?" post. The post encouraged audiences to customize a road-trip and insert their friends into the story. The personalized content encouraged users to share their experience, tag friends in their story and comment. The post featured 8-bit animation that was a nostalgic ode to old school video games that the HR-V target audience likely played as a kid. It felt fun and playful--both attributes that the campaign tried to embody!
The story was shared more than 10k times and more than 55k people clicked to create a new adventure.
