Posts Tagged ‘Neil Patrick Harris’
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Back in August, we covered RPA’s “spokescrumbs” campaign for the Honda Odyssey, featuring the voices of Neil Patrick Harris and Rainn Wilson.
Now Honda and RPA have extended their “spokescrumbs” campaign to Honda’s Twitter page, engaging a bunch of other brands in the process. The gist of the campaign extension is Honda tweeting popular snack companies and other brands, letting them know their crumbs will soon be vanquished by the Odyssey’s built-in vacuum cleaner. They dubbed the campaign “Odyssey’s Day of Reckoning.” Eighteen brands engaged in conversation, including Popsecret, Red Vines, Taco Bell, Eat24, Oreoe, Chips Ahoy, Lay’s and others. The engagement with Taco Bell was the highlight, featuring a fake mini-feud. Honda’s followers seemed to enjoy the banter, with some suggesting brands that Honda then reached out to. Several brands also engaged Honda without prompt, certainly a sign that they were doing something right.
It got a little cheesy and repetitive at times, but “Odyssey’s Day of Reckoning” made a lot of sense for a social campaign extension, one that succeeded in engaging fans and other brands. It solidifies the built-in vacuum cleaner as the selling point of the Odyssey, the only strong point of the weak “spokescrumbs” TV spots. Maybe Honda can follow up and make the reckoning last for more than one day. There are certainly more brands out there that would fit the concept.
RPA’s new campaign for the Honda Odyssey launches next week, featuring the voice-acting talents of Neil Patrick Harris and Rainn Wilson. The spots all revolve around the Odyssey’s new built-in vacuum cleaner, the kind of car feature that seems so obvious you have to wonder why it hasn’t been done before.
The spots feature various talking debris — discarded toys and snacks– talking about how great the Odyssey is, only to be swept up by the built-in vacuum cleaner. This begs the question: are these anthropomorphized bits of detritus harmed or killed by the Honda Odyssey’s vacuum cleaner? The moral implications of vacuuming up sentient garbage are not broached by the two 30 second and one 15 second spots.
Honda’s campaign doesn’t end with the morally ambiguous commercials, however. The campaign will be spread through online video, homepage takeovers, gaming, mobile, location-based targeting and print, in addition to the network and cable TV spots. Honda has also aligned with Fox to feature the Odyssey, along with other Honda models, on “The X Factor,” starting with the season premiere on Septemer 9th. So basically Honda and RPA are going all out with their campaign to promote the Odyssey. Prepare for the barrage of Odyssey marketing everywhere, complete with the new tagline “Start Something Special.”