Auto brand sponsorship of music festivals is nothing new, but Honda is making full use of its annual Honda Civic Tour with a YouTube stage broadcasting the shows in partnership with Live Nation, Clear Channel, Revolt, and Vevo. Honda is optimistic that the venture will lead to two billion views in the next 12 months. That’s no small feat, considering the most viewed video on Honda’s channel has just over 20,000 views.
Honda’s program is part of an overall initiative to specifically target a young audience under 35. Realizing millennial viewing habits are much different than the previous generation (less TV viewing, more DVR and online streaming), Honda shifted millions of ad dollars from television to festival sponsorship and music-streaming. Taking into account millennials’ preference for mobile devices over desktop, Honda has created a sophisticated tablet site and replaced flash video with interactive models.
Sister brand Accura is following in the same steps, sponsoring “Comedians in Cars Getting Coffee” which stars comedy idol of the late 20s/early 30s set Jerry Seinfeld. Accura’s active Tumblr account publicizes the brand’s efforts at the Sundance Film Festival, Jazz & Heritage Festival and the New York Auto Show.
Whether or not two billion views for Honda Stage materialize remains to be seen. What’s interesting is how Honda overhauled it advertising strategy after studying millennial habits with precision.
For more on how Auto brands are shifting their advertising strategy to reflect a new consumer base, stay tuned for our upcoming Auto study.