LOS ANGELES Interactive media play a major role in RPA’s upcoming work in the ongoing Honda Fit launch, which sources have estimated at $50 million.
[Adweek Online first broke the news of the campaign on April 5.]
The Onion.com will feature click-through icons of various characters from the campaign, which also has a presence in 5- and 10-second traditional TV commercials, “mobisodes” and podcasts.
Consumers clicking on the images will be taken to microsites with detailed back-stories on characters including Speedy Demon, Silver Bullet, Nocturnal Flyer (a bat) and Frisky Predator (a cat).
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