Honda is bringing 3-D advertising to Times Square to introduce its campaign for the new CR-Z Sport Hybrid coupe. In an outdoor first, Honda will advertise the CR-Z in 3-D on Clear Channel Spectacolor’s SpectacolorHD digital billboard as part the automaker’s takeover in Times Square Thursday (Sept. 23).
Between 10 a.m. and 6 p.m., Honda will air a 3-D video short on the big screen located next to Duffy Square at 47th Street and Broadway in New York City. Onlookers will receive special 3-D eyewear to view the ad.
Honda’s campaign for the CR-Z is taking advantage of 3-D for much of its campaign, which began Aug. 30 with 3-D spots in the cinema that will run throughout the holiday during Resident Evil Afterlife, Saw VII, Harry Potter and the Deathly Hallows: Part 1, TRON: Legacy, Piranha 3-D and Gulliver’s Travels.
“The unique and groundbreaking aspects of the CR-Z gave us the freedom to push the boundaries of traditional advertising,” said Steve Center, vp of national marketing operations for American Honda Motor Co., Inc. “From new applications of 3-D technology to social-media gaming integration, the CR-Z campaign strategically engages the target audience on multiple levels.”
A 3-D CR-Z ad will also be included as part of Maxim’s first-ever 3-D issue in October. CR-Z has also been integrated in the upcoming Gran Turismo 5 console game from Sony Computer Entertainment America.
Other elements of the CR-Z campaign include billboard advertising in the top 10 markets, TV spots on network prime time premieres, print, social media (a new Facebook game), digital sponsorships, Web site takeovers, and a new interactive digital brochure and app.
The TV schedule began Aug. 30 as part of an MTV Video Music Awards promotion.