Honda Partners With Sony BMG
October 8, 2007 at 6:20 AM (PT)
In an effort to link its brand more closely to one of the strongest passions of its target audience -- cutting-edge music -- HONDA is launching a unique campaign that will tie its CIVIC model to dozens of new songs and music videos being released throughout the fourth quarter by SONY BMG, reports ADWEEK.
Starting this week, the carmaker will sponsor the online release of songs and videos from artists like AVRIL LAVIGNE, CHRISTINA AGUILERA, DIDO, ALICIA KEYS, THE FRAY and others, by way of a media player that will feature exclusive HONDA branding, original 15-second pre-roll ads and interactive buttons that will direct viewers and listeners seeking more information about the brand to the HONDA website.
SONY BMG is distributing the branded media player to a network of hundreds of Web sites, including those created by or for many of the artists on its roster, related record labels and numerous fan-based sites. The SONY BMG content is also downloadable to a host of social networking sites and blogs.
"Being associated with new music just released is very exciting to us," said Mgr./Interactive Marketing JENNY HOWELL. "It helps create the impression that HONDA is cutting edge and on the forefront with our youth target." The core demographic for the CIVIC brand is adults aged 18 to 34.