Years ago, Honda was seeking to attract young buyers when it rolled out its box on wheels, sometimes called a toaster, known as the Honda Element. It had wash and wear interiors that could take the punishment from frat boys on a night out or surfers at the beach with wet clothes, sand and their boards.
Trouble was, freshly minted college grads aspired to something more hip than a square on wheels (we’d already had the Scion xB and xD if you wanted boxy) and the price: With a reported average price of $30,000 Element’s buyers were the folks who wanted room and could afford said box: the target group’s parents.
Now comes Honda in partnership with ESPN looking to get young buyers via college football similar to what Hyundai recently announced complete with social media integration called “Helmet Stickers” on ESPN2 college football final.
During college football segments in SportsCenter and Honda’s groundbreaking, 360-degree music platform, Honda Stage (www.youtube.com/hondastage), now becomes the new musical soundtrack to ESPN’s college football programming for the 2014 season. The designation as “Official Music Sponsor of ESPN College Football” and presenting sponsor of the ESPN2 College Football Final “Helmet Stickers”.
“ESPN college football is among the most-watched live television programs and represents a great opportunity to leverage our investment in music and sports to connect the Honda brand with an engaged audience of young and active viewers while showcasing the latest Honda vehicle offerings, including the all-new 2015 Honda Fit,” said Tom Peyton, assistant vice president of marketing, American Honda Motor Co., Inc. “ESPN pioneered the integration of music into sports programming and the addition of exclusive Honda Stage performance music to its college football line-up allows Honda the opportunity to connect with an expanded audience and introduce them to new music through our online platform.”
Honda is now featured throughout the 2014 ESPN College Football telecasts. The full integration includes:On-set Honda and Honda Stage branding as well as custom content on the 8am ET segment of SportsCenter
Unique musical montages featuring Honda Stage artists during halftime of ABC’s Saturday afternoon gamesPresenting sponsor of ESPN College Football Scoreboard, with a full Honda Stage music performance integrated into the highlights of earlier games
Presenting sponsor of ESPN2’s College Football Final “Helmet Stickers” segment honoring the best plays and players of the day
The integration with the “Helmet Stickers” segment includes a social engagement element with fans encouraged via a live on-air callout and weekly social promotion to tweet the play that got them most fired up and deserving of a helmet sticker. Fans can tweet at select ESPN social handles (@ESPNCFB & @CollegeGameDay) to recognize players that they find to be most deserving of the ESPN and Honda co-branded helmet sticker award.
Honda Stage is a unique 360-degree, multi-platform music program designed for fans searching for and consuming music. This new music platform brings together an unprecedented group of entertainment and technology leaders, including Clear Channel, to produce and distribute some of the best original, high-quality, music content available under the new Honda Stage name, through dozens of live events at the iHeartRadio Theater Los Angeles and exclusive online content.