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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