Ever since Oreo opened the door for real-time marketing with its Super Bowl blackout Tweet, companies have been trying to recreate their success. Honda is one of the few taking it even a step further with a personalized real-time marketing campaign.
With people increasingly communicating via video, Honda is using Vine to market to them in real time as part of its summer clearance campaign. The car manufacturer is encouraging people to Tweet their reasons for needing a new car with the hashtag #wantnewcar. Honda then responds to their Tweet immediately with a personalized Vine. Some of Honda’s responses even include free giveaways like a GPS or gift card.
One premed student tweeted her car had “lung problems.” That same day, Honda tweeted back with this Vine of an actor using a tongue compressor on a Honda car and assuring her that Honda cars do not have lung issues.
Honda’s campaign has seen a lot of early success. On July 15, the first day of the campaign, they received more than 1,000 new followers, their average Tweet engagement rate almost tripled, and they had more than 2,000 mentions on Twitter. They are not only creating a stronger social media presence, but also a stronger emotional connection between consumers and the brand, thus increasing customer loyalty and their likelihood to buy another Honda in the future.
Seen any great examples of real-time and/or personalized marketing? Share it with us!