- Three well-known charities are each matched with a unique, classic toy-themed social video to compete for views to win the top prize
- Continuation of annual multiplatform campaign featuring past popular toys such as Skeletor and Gumby
Building on the fun and interest in the Happy Honda Days campaign, Honda is launching three social videos featuring favorite nostalgic toys such as Gumby and Pokey and Skeletor and He-Man singing their renditions of familiar or newly created holiday tunes. Honda will donate a total of $100,000 benefitting three charities including the Children's Hospital of Orange County, the Little League Urban Initiative and the Pediatric Brain Tumor Foundation. Each video has a charity associated with it, and the video that garners the most views through December 21 will win a grand prize of $50,000 for that charity, and the other two charities will each receive a $25,000 donation.
At the end of each video, the toys urge viewers to share their video in hopes of winning the grand prize for the affiliated charity. The charities will also use their own social media channels to promote their respective videos in an effort to gain the most views.
"Honda is committed to being a company that society wants to exist. And we are dedicated to giving back and bringing joy to people's lives," said Susie Rossick, senior manager at American Honda Motor Co., Inc. "There is no better holiday gift than helping the efforts of the Pediatric Brain Tumor Foundation, Little League Urban Initiative and Children's Hospital of Orange County and having some fun in social media while we're at it."
Paid media amplification for "Throwback Toy Tunes" includes video pre-roll and paid social activation. User engagement is a key metric, and the approach is to align with 80s nostalgia, toys and toy manufactures content across multiple channels.
The integrated Happy Honda Days campaign launched with seven spots on TV in November paying homage to popular toys throughout various decades and included extensive digital, print, POP and radio placements. And on Cyber Monday, the campaign continued its irreverent tone with a #Skeletakeover when Skeletor took over the Honda Twitter channel to broadcast his evil messages.