Honda has launched a new marketing campaign that uses an interactive strategy and short “documentary” films contained within a multi-layered Web site.
The Web site destination, dreams.honda.com, showcases Honda’s “Dream the Impossible Documentary Series.” Three short films (about 6- 8 minutes in length) debuted with the campaign launch Jan. 12; additional films will be added every few months. Two of the films discuss core values that have inspired generations of Honda associates by telling the stories of impossible engineering challenges and exploring where failure brought Honda and what success came of it. The third film explores the future of mobility.
The company plans to use online media to generate awareness for the campaign, drive traffic to the new site and help create consumer buzz. Spots (:30 and :15 spots using footage from the films) will run during television shows broadcast online on ABC.com, CBS.com, NBC.com and Hulu.com. Unique page takeovers, roadblocks and pre-roll placements will launch late January through early February on Wired, Gawker Network, Discovery Channel, Time, Yahoo! and CNN.
Learn more here.