Case Study: Social +VR + AR = Success for AHM
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Augmented Reality (AR), Virtual Reality (VR) and Mixed Reality (MR) are still widely regarded as marketing industry buzzwords, but a few national brand advertisers have already successfully incorporated these emerging technologies into broader campaigns. Chief among them is American Honda Motor Co., Inc. which has already combined VR, AR and social platforms in separate campaigns for the Honda Civic Type R as well as the Acura TLX. Join American Honda Social Media Manager Jessica Fini as she walks us through these unique activations and explains why American Honda is bullish on these technologies for the future, too.
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Case Study: Social +VR + AR = Success for AHM
- 2. A c u r a T L X : “ W h a t a R a c e ” T H E W O R L D ’ S F I R S T A U G M E N T E D R E A L I T Y R A C E
- 5. T HE DRIVERS & T HE HOST S M A U D E G A R R E T T D O M E S P O S I T O S A M G O R S K I Z A C H A R Y L E V I . R Y A N E V E R S L E Y B R A D L E Y H A S S E L M E Y E R
- 7. CREAT IVE ROADMAP J U L Y 6 J U L Y 8 J U L Y 1 0 J U L Y 1 9 A U G U S T 1 1 PRE EVENT EVENT POST EVENT O R G A N I C P O S T S P A I D P O S T S
- 9. CAMPAIGN HIGHLIGHTS More than 9.7M reached on Facebook (1.5M reached organically) Nearly 3.34M impressions seen within Twitter More 196K reactions, comments and shares Over 2.6M views across Facebook, Twitter and YouTube Nearly 117K minutes viewed across Facebook
- 10. KEY T AKEAWAYS & RECOMMENDATIONS Facebook Event pages are for local, not global.1 2 3 4 5 6 7 When introducing innovative ideas to the world, be more familiar at first. When introducing new concepts to the world, think frequency. Twitter should be further considered for promoting and conducting live events. Target based on interests. Start strong with influential participants. Being first reaps the glory.
- 17. 2017 Honda Civic Type R 17
- 19. CAMPAIGN HIGHLIGHTS 15.36MM* video views (7.54MM completed)” 49% completion rate, across Facebook, Twitter and Instagram. Successfully resonated with core Civic audience and potential owners Total video runtime: 2 minutes, 49 seconds; Average watch time: 2 minutes and 24 seconds – nearly the entirety of the race Incredible in a 3-second view world
- 20. KEY T AKEAWAYS & RECOMMENDATIONS YouTube resonated most strongly with audience watching long form video1 2 Optimizing towards long-form views on Snapchat drive longer watch time
Editor's Notes
- I am super excited to be here today to share a few examples of immersive technologies that have been successful in helping launch new vehicles for both Honda and for Acura, and were integral social components when it came to introducing the 2018 Acura TLX luxury sports sedan and 2018 Civic Type R. What these two campaigns have in common is that they are using different types of immersive technologies – Virtual Reality and Augmented Reality – to further the performance narrative of each vehicle.
- For the debut of the refreshed and significantly enhanced 2018 TLX, Acura wanted to create a campaign across social media that showed off the performance chops of Acura’s luxury sport sedan. So, Acura came up with a plan – and launched a world's first live augmented reality race /driving experience.
- The AR race was created to showcase the performance of the new 2018 A-Spec variant and Super Handling All-Wheel Drive capability that the TLX offers. The race also incorporated real driving performance, while letting fans across social media participate in the race from wherever they were located.
- AR was important for this campaign, as we had some very real, physical, tangible products we wanted our audience to experience. AR made it possible for us to combine the premium experience of sitting in and driving a 2018 Acura TLX with the wonderful, immersive worlds and experiences we created with real-time gaming engines. In fact, the inspiration for What a Race for Acura comes from video-game culture. Video-game technology is also what enabled Acura to bring this idea to life in the first place; modern, real-time, 3D gaming engines and the hardware that runs them have become incredibly powerful in recent years, and this gives us great potential for innovative
- “What a Race” took place between four influencers and was hosted by Acura race car driver, Ryan Eversley, and actor and TV host Bradley Hasemeyer. The drivers included: actor Zachary Levi, and tech influencers - Sam Gorski, Dom Esposito, and Maude Garrett. The race was livestreamed on Facebook as well as livestreamed on each of the influencer’s Facebook pages
- During a three-lap, augmented reality race, the drivers competed for the fastest overall time during their individual runs. Using AR, we altered the direction of the course and the world they saw around them every time they started a new lap. An audience watching via Facebook live stream was able to use Facebook reactions to assist the drivers and help them achieve the fastest time.
- To tell a comprehensive story, we released a series of content and coordinated efforts to ensure we engaged a number of people before, during and after the event. That was our engagement strategy - three-phased: pre, event and post, with the whole campaign running about a month from pre to post.
- We used technology in many ways to make this happen, one very cool component were the helmets the racers wore They were custom-built race helmets with augmented reality technology embedded in the extra-wide visor, allowing for an unprecedented full-color HD 80-degree viewing experience. The race helmets were a world's first assembly of technical precision: the foundation is a racing helmet used for general driver protection and safety, while an HD screen with mirrored lens technology has been added for an expanded field of view, along with a gyroscope to monitor head location within the car. The helmets were connected to a computer in the rear seats that provided the high performance rendering capacity needed to keep the experience running smoothly and visually sharp at high speeds – all powered by the Acura TLX.
- More than 9.7M reached on Facebook (1.5M organically) Nearly 3.34M impressions seen within Twitter More 196K reactions, comments and shares Over 2.6M views across Facebook, Twitter and YouTube Nearly 117K minutes viewed across Facebook
- Facebook Event pages are for local, not global. - With our Facebook Event page seeing very little response or activity, we recommend testing the tactic with more localized experiential occurrences. When introducing innovation ideas to the world, be more familiar at first - Initial videos are harder for people to comprehend because it’s a new concept, so initially lean in to what’s familiar to the brand and then move into more abstract executions. When introducing new concepts to the world, think frequency - To ensure targeted audiences grasp a concept, allocate more media support upfront to ensure the introductory message is amplified and understood based on consistent exposure. Twitter should be further considered for promoting and conducting live events. - With Twitter yielding higher returns, the platform, while seeing a decrease in driving site traffic, still poses an advantage when driving live activity. Target based on interests. - With interest targeting segments driving success metrics like Early Tech Adopters, continue to explore interest targeting layers to increase relevancy. Start strong with influential participants. - Build groundswell with more prominent and influential participants starting an experience, e.g. Maude and Zach drove the most engagement and viewership. Being first reaps the glory. - Introducing the world to a never-seen-before experience maximizes paid, owned and earned media.
- Great participation among Acura dealers Saw great pickup in the press across marketing, technology and consumer publications Anything you want to end with? Next up: R vs R campaign
- Now to switch gears a little bit, I am going to share the latest campaign from Honda using mixed reality. Honda’s rich racing heritage was at the heart of this highly ambitious project, which featured the all-new 2018 Civic Type R.
- The Civic Type R is a vehicle that is built for the track and since the competition doesn’t hold up strongly against Type R, Honda was looking for a unique way to showcase Type R’s racing chops through a campaign that would resonate with Honda’s enthusiast audience, but also gamers, and even those who may not know about Type R’s arrival on US soil for the very first time. Honda set out to tell a story that encompasses the full breadth of what makes the Type R spectacular in both the real and virtual worlds.
- To create the R vs R campaign, Honda enlisted pro IndyCar driver Graham Rahal and pro gamer Peter Jeakins. The project started out at Microsoft’s - publisher of the Forza Motorsport Series - Turn 10 Studios in Seattle where Jeakins (known to the gaming world as theSLAPtrain) recorded his fastest lap time in a virtual Type R at the Road Atlanta race track in Forza Motorsport 7 in advance of the models debut in the game.
- The race continued at the actual Road Atlanta in Braselton, GA, where Rahal raced a real 2018 Civic Type R against Jeakins’ virtual one
- The real Type R was outfitted with a custom-made mixed-reality windshield that broadcast the gamer’s position on the track to Rahal in real time, allowing him to compete in a head-to-head race against the gamer.
- R vs R is the first time augmented reality has been used to merge real motorsport with a racing simulation, creating a unique and innovative stage for the virtual world and the real world to battle it out once and for all.
- We captured all of this and released a hero video that mimic'd a real racing broadcast on Honda’s Facebook page, Rahal’s Twitter and Instagram pages and Jeakins’ Instagram and YouTube accounts. We rolled out “R vs. R” with teaser content two weeks leading up to the virtual race and utilized the hero video and race content for a month and a half across Facebook , Instagram stories and YouTube, with post-race contents and behind-the-scenes footage rounding out the final weeks of the campaign.
- Short-form video content across Facebook, Instagram, and Twitter drove 15.36MM* video views (7.54MM completed), with a 49% completion rate; all channels surpassed core engagement rates. The campaign successfully resonated with the core Civic audience – which was important since Type R is a halo vehicle for this and the rest of Honda owners and shoppers Total run time of the video was 2 minutes, 49 seconds; average watch time was 2 minutes and 24 seconds – nearly the entirety of the race. This is incredible in a 3-second view world
- When we saw the trend of shorter view times on Facebook we shifted media focus on YouTube – YouTube resonated with the audience most likely to watch the long form video. YouTube was a stronger platform to capture audiences interested in watching the long-form video. Snapchat efforts extended support of the long form video. Optimizing towards long-form views on Snapchat drove a longer watch time