Dive Brief:
- Honda turned to Twitter for its "Happy Honda Days" end-of-year marketing with an "Instant Win" contest based on the #OpenTheCheer hashtag.
- The Instant Win prizes for retweets are Amazon gift cards and Apple Watches, with a grand prize drawing for a 2016 Honda Accord.
- The campaign was created by RPA and includes video elements from Brand New School and Instagram artist Jessie Bearden.
Dive Insight:
Honda wants Twitter users to #OpenTheCheer with retweets to win instant prizes as well as the chance to win a new car. The campaign is part of the automaker’s “Happy Honda Days” end-of-year marketing effort.
Susie Rossick, assistant vice president at American Honda Motor Co., told Marketing Land, “For Happy Honda Days this year, we want consumers to feel the joy and wonder that’s especially unique to Honda. Our goal for this campaign is to tap into the anticipation of giving and opening gifts during the holidays, and Twitter’s Instant Win feature allows us to surprise our fans and auto shoppers while helping give to a great cause.”
The campaign began Cyber Monday and runs through Dec. 29, and as part of the promotion Honda is donating $1 to the Pediatric Brain Tumor Foundation for every retweet, up to $100,000.