Honda Wants to Cheer up the World for Its Annual Summer Clearance Event
Automaker Launches a Multiplatform Charm Offensive
Aug 05, 2014
The dog days of August can be pretty tough to get through. Every second you're not at the beach or on vacation is too hot, too slow and too dull to bear, making this stretch of summer one where we could all use a pick-me-up. That's the idea behind Honda's Summer #Cheerance campaign. Created out of RPA, the multiplatform assault on the summer doldrums is designed to promote the annual Honda Summer Clearance event.
Over the course of five days (August 4 to August 8), Honda will be sharing more than 20 happiness-inspiring videos like the one here, which features a singing fish, or this one, which stars YouTube megastar Andrew Hales, across a variety of social media. The campaign also includes a branded Pandora station filled with cheerful tunes -- and even better, stand-up comedy delivered in place of commercials. An ambient component will also bring real-life surprises to the everyman, like piÃ±atas popping up in expected locations.
But aside from the cheer, there's a more touching incentive behind all the merry-making. Once the #Cheerance campaign reaches more than three million people, Honda will donate $100,000 to the Pediatric Brain Tumor Foundation. Admit it: you're feeling better already.