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.