Honda Civic Tour Featuring Fall Out Boy

Agency: RPA
Concept: Professional and User-Generated Content Converge

Situation Profile

• The Honda Civic Tour is an annual concert series featuring a youth-oriented band.  Last year they featured Black-Eyed Peas.
  
• This year's tour was headlined by Fall Out Boy, who customized a Civic Hybrid with their band art and toured across the US for several months.
• Fall Out Boy also gave Honda backstage access to document the tour and share it with fans on the Honda Civic Tour website.

Campaign Marketing Objectives

• Allow information-hungry fans to take Civic Tour content along with them
• Distribute Civic Tour gadget to both hardcore and casual fans by leveraging the Google content network

Campaign Strategy

• Targeted Reach at Scale
  Employed site targeting within the Google content network to promote the tour and encouraged interaction within the ad unit
  
  
• Interactive New Format with an Extended Shelf Life
  Websites within websites: Integrated multiple ad size formats for their campaign
  
  Included several dozen videos which were released throughout the tour
  • Backstage footage of Fall Out Boy on tour
  • Ask the band a question and then add the gadget to see if you get a video response

Results

• People found the interactivity of the "Ask the Band" feature most compelling
• The gadget ad campaign and iGoogle gadget generated a sizable percentage of all questions sent to Fall Out Boy during the tour.
• Ever-increasing interactivity within ad units provided unique opportunities to RPA as marketers.

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