Honda Starts Twitter War with Snack Brands

Tuesday, 8 October 2013 § 0

A good chunk of the people I follow on twitter are comedians. More often than not, especially sarcastic tweets are faced with backlash, but if you’re a celebrity or prominent twitter figure (or brand!), your public feuds can get blown out of proportion and entirely public to anyone with a wifi connection.

Last week, Honda started series of “fun” twitter feuds with prominent snack brands, many of which responded with snarky replies.

The feuds were started to promote the new in-car vacuum for the Honda Odyssey, and accompanied a series of TV spots, which featured actors Rainn Wilson and Neil Patrick Harris voicing snacks and other small forgottens on the floor of a Honda about to be vacuumed. Despite being “the first of its kind,” you have to admit that a mini-van with an in-car vacuum is nothing worth jump up and down about.

But here’s why I think Honda’s marketing efforts are so exceptionally smart: The parents of today are pretty hip, but they’re not as interested in cars as their parents used to be, let alone mini-vans. Millenial parents don’t have the same financial security as their parents did, are more open about alternative transportation, and are simply less excited about owning a car. 


Honda understands this and have used creative mediums to reach Millenial parents:

  •  The recognizable voices of Rainn Wilson and NPH are worth paying attention to. Just as when The Office’s John Krasinski narrated esurance’s ad which took a jab at Geiko customers for “trusting animal characters,” these hilarious men of primetime are young parents themselves (both IRL and on TV) and are recognized as trustworthy poster dads for the parents of today. 
  • Twitter feuds are something you jump at. Whether it’s your “No spoilers!” friend who thinks the entirety of the Internet is under his authority, or some celebrity getting mad at another celebrity, you can’t help but follow the conversation. Yes, the Honda vs. Snacks “feuds” aren’t real, but a corporate twitter account with an inkling of a personality is refreshing isn't it? 

By leveraging the power of all these big food and snack brands, Honda created an interactive and social ecosystem around a product you wouldn't expect to be talking about. What are your thoughts? 
No comments:

What's this?

You are currently reading Honda Starts Twitter War with Snack Brands at COMM 464 .


§ Leave a Reply