Honda from April 21 to May 12 hit six of the PAC10 schools during final exams to help students take a much-needed study break while learning about the new Civic. At each stop, Honda provided lunch while students took part in an SMS scavenger hunt designed to teach them about the cars in the Civic lineup and sign them up for a sweepstakes to win a 2012 Civic Si Coupe.
The Honda Civic Study Break program was hosted on the Civic’s Facebook page in order to engage with young buyers and introduce them to the car. At the live events, students had the opportunity to explore six Civic models and receive the free lunch by texting special codes found on the vehicles. Local bloggers and student volunteers helped the brand pre-promote the study breaks. All told, the tour garnered close to two million social media impressions.
“We’re trying to stay relevant in the youth market and trying to generate some sales,” Renee Miller, national advertising manager at Honda, told Buzz. “These colleges were a way to get back in front of them.”
The tour made stops at Arizona State University; University of Arizona; University of California, Berkeley; University of California, Los Angeles; University of Southern California; and Stanford University for one day each. Agency: George P. Johnson, Los Angeles.