Honda Test-Drives Social Media Sharing with #WantNewCar

By Jordan Teicher 

Do you hate your car? Do you want to let the world know how frustrated you are driving around in a jalopy that is beyond repair? Honda can help – sort of. For the rest of today, Honda will be tweeting back Vine videos at unhappy drivers who post #WantNewCar on Twitter. The Twitter/Vine combo, developed by the automaker’s longtime agency RPA, is part of Honda’s Summer Clearance Sales Event, and is meant to provide some catharsis to drivers even though there aren’t any discounts or financial incentives for using the hashtag. There probably should be.

If you watch the promo clip above, you’ll see what it looks like when brands use social media for the sake of using social media rather than really committing to interacting with consumers on various social platforms.Take KFC and their annoying, yet memorable, #IAteTheBones campaign. It’s made to go viral and is primarily identifiable to KFC and no other brand. On Twitter, KFC offers followers free merchandise and deals related to the hashtag on a regular basis. Honda is only responding for one day. Even though Honda’s hashtag is much more relatable (one could argue it’s too generic) the execution feels unsure of itself, just like a teenage driver getting behind the wheel for the first time. Credits after the jump.


EVP, Chief Creative Officer: Joe Baratelli
SVP, Executive Creative Director: Jason Sperling
SVP, Executive Producer, Content: Gary Paticoff
VP, Creative Director: Chuck Blackwell
Creative Director/Copy: Ken Pappanduros
Art Director: Ariel Shukert
Copywriter: Jen Winston
Senior Producer: Fran Wall
Production Coordinator: Grace Wang

Production Company: Recommended Media
Director: Chris Woods
Founder/CEO: Stephen Dickstein
Partner/Executive Producer: Phillip Detchmendy
Partner/Executive Producer: Jeff Rohrer
Producer: Darrin Ball

Editing Company: The Reel Thing
Editor: Lance Pereira
Editor: Val Thrasher
Flame Artist: Moody Glasgow
Executive Producer: Doug Kleckner

Telecine: The Mill
Colorist: Adam Scott

Audio Post: Lime Studios
Mixer: Dave Wagg
Music: Wojahn Brothers