Honda

Honda "Pintermission"

CHALLENGE: How do you stand out launching a brand on the hottest new emerging social platform of the day?

SOLUTION: Back in 2012, before the word “influencer“ was even a thing, we launched Honda on Pinterest with what has become known as one of the very first influencer campaigns. Pinterest was becoming known as the most addictive social platform, so we launched Honda on Pinterest by asking the people who spent the most amount of time pinning to log off for a day. The Honda CR-V campaign was all about getting out and living life to the fullest. So we offered $500 to top pinners to take a 24-hour break from the site to get out and do what they’re pinning about. Taking an online experience to an offline experience that is both personal and meaningful. We called it a “Pintermission.”   

RESULTS: With an all-in budget of $2,500 (and zero spent on media) we reached 16 million people and even got #pintermission trending on Twitter. It also got me a seat on the One Show Jury for Influencer Marketing.

AWARDS: Social Media Hall of Fame, One Show Interactive Award, Gold ADDY Award, Silver ADDY Award, PR Daily’s Digital PR & Social Media Awards and Mixx Award Gold.

Press

AdWeek  "Honda Wants You to Stop Using That Damn Pinterest Already"
Advertising Age "Honda Targets Pinterest Users, Asks Them to Take a Day Off"
Advertising Age "Honda Asks Pinterest Users to Take a Day off, With 'Pintermission'"
Creativity "Pintermission"
Autoblog "Honda wants to give you $500 to take a Pintermission"
PRDaily "Honda's shoestring Pinterest campaign attracts millions"
Auto Marketing Blog "How did Honda's Pintermission perform?"
Marketing Magazine "Honda asks for a Pintermission" 
MDG Advertising "The inside track on Honda's low-budget social media marketing success"
Social Strategies "Honda Pintermission Program"

Agency: Rubin Postaer & Associates
Creative Team: Joe Baratelli, Jason Sperling, J Barbush, Luis Ramirez, Tylynne McCauley, Brian Farkas, Sarah Romanoff & Fritz Paguio