Alicia Jones, Manager Social Media Marketing
American Honda Motor Co., Inc.
Drive-in movie theaters are apart of our culture
But they’re in danger of disappearing…
Conversion from film to digital costs $80,000+
Drive-in theaters have local support…
And are trying to save themselves
Honda’s Mission: Save the Drive-In
Honda raised awareness of this problem and helped
spark a movement.
The goal was to sav...
Huge Social Potential
News angle: Dec. 31, 2013 digital
conversion deadline
Activate hundreds of theaters across
the U.S.
...
Projectdrivein.com #Savethedrivein
3.6 Million Visits
2.6 Million Votes
$55,865
Contributions
44k Pledges
300k Shares
Posters
Flyers
Buttons
Digital assets
Email Templates
PR help
Tips/Instructions/Checkli
sts
Drive-In Toolkit
Live Twitter & Vine Auction
One-day live Twitter Vine
auction on Thursday,
September 12
To participate in the
auction, bid...
PR Efforts
Utilized a National and
Local PR strategy
Helped drive-ins reach
out to local PR
Experiential & CRM Support
Helped Dealers host
pop-up drive-ins to
support the campaign
Activated Honda’s
CRM database thr...
Success!
2.6+ million votes
378k social shares
183 million social impressions
682 million earned media
impressions
3.55% E...
Buzz & Influencer Mentions
35,230 mentions
92% favorable campaign
sentiment
Number of influential
celebrities and media jo...
Storytelling Approach
Stay True to your Brand
Leverage an Existing,
Motivated Audience
Build and Sustain Buzz
throughout C...
Thank You
thinkLA Automotive Breakfast 2014 - Alicia Jones Presentation
thinkLA Automotive Breakfast 2014 - Alicia Jones Presentation
thinkLA Automotive Breakfast 2014 - Alicia Jones Presentation
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thinkLA Automotive Breakfast 2014 - Alicia Jones Presentation

  1. 1. Alicia Jones, Manager Social Media Marketing American Honda Motor Co., Inc.
  2. 2. Drive-in movie theaters are apart of our culture
  3. 3. But they’re in danger of disappearing…
  4. 4. Conversion from film to digital costs $80,000+
  5. 5. Drive-in theaters have local support…
  6. 6. And are trying to save themselves
  7. 7. Honda’s Mission: Save the Drive-In Honda raised awareness of this problem and helped spark a movement. The goal was to save as many as possible, starting with five. Honda donated digital projectors and America decided which ones got help by voting online. Who better to save the drive-in than a car company? And what better car company than Honda?
  8. 8. Huge Social Potential News angle: Dec. 31, 2013 digital conversion deadline Activate hundreds of theaters across the U.S. Passionate community Nostalgia Iconic piece of Americana and car culture
  9. 9. Projectdrivein.com #Savethedrivein 3.6 Million Visits 2.6 Million Votes $55,865 Contributions 44k Pledges 300k Shares
  10. 10. Posters Flyers Buttons Digital assets Email Templates PR help Tips/Instructions/Checkli sts Drive-In Toolkit
  11. 11. Live Twitter & Vine Auction One-day live Twitter Vine auction on Thursday, September 12 To participate in the auction, bidders tweeted the title of the item, bid price and hashtag #DriveInAuction 8 Auction items
  12. 12. PR Efforts Utilized a National and Local PR strategy Helped drive-ins reach out to local PR
  13. 13. Experiential & CRM Support Helped Dealers host pop-up drive-ins to support the campaign Activated Honda’s CRM database through emails
  14. 14. Success! 2.6+ million votes 378k social shares 183 million social impressions 682 million earned media impressions 3.55% Engagement rate 22% fan/follower growth 27 drive-ins saved… so far
  15. 15. Buzz & Influencer Mentions 35,230 mentions 92% favorable campaign sentiment Number of influential celebrities and media joined in to help #SaveTheDriveIn
  16. 16. Storytelling Approach Stay True to your Brand Leverage an Existing, Motivated Audience Build and Sustain Buzz throughout Campaign What We Learned
  17. 17. Thank You
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