American Honda Motor Company has partnered with the House of Blues to
promote its Fit subcompact in a multipronged campaign. An auction
sweepstakes and in-club events will round out the initiative.
Nine House of Blues venues are holding three “Fit In The House” nights
each throughout June. A musical artist who appeals to the Fit’s
demographic—young adult non-conformists per the brand—performs at each
event. (Acts include Big Bad Voodoo Daddy and Johnny Lang.) While
attendees wait in line they can explore a Fit display and chat with
product specialists who also are handing out sweepstakes cards and
running trivia games for prizes like branded t-shirts and hats.
Consumers can bid from June 20 through 30 on a Fit car that was
custom-painted by folk artist Jack Poppitz. Bidding starts at $1 and
proceeds will go to the International House of Blues Foundation.
Agency: Maritz Fenton MO.