Honda promoted its IndyCar partnership with an innovative speed patrol street stunt which saw brand ambassadors hand out ‘slow citations’ to unsuspecting consumers dawdling on the streets of Chicago.
Led by brand ambassador and racing driver legend Mario Andretti, a team of actors dressed a little like cops patrolled the Windy City neighbourhoods issuing impromptu citations for ‘everyday slowness’.
The experiential stunt was also turned into a YouTube viral.
The original and fun initiative was part of Honda’s promotion for the Andretti-led #FastestSeat competition which offered winners the rider of their lives in a two-person IndyCar driving experience.
Challenging consumers by asking them ‘Could your life move faster?’, the campaign invited fans to visit the Shop Honda website to enter the sweepstakes to win a chance to ride in a Honda 2-seater IndyCar with Mario Andretti.
The famous race driver acts as the authority figure on speed in general and Indycar in particular as Honda highlights its affiliation with the Verizon IndyCar Series.
The stunt, the copy on the citation card itself and the online videos all prompt viewers to enter the sweepstakes.
The initiative also includes social media engagement where Honda will issue ‘slow citations’ to brands of products or services that are notoriously slow via tweets to the @Honda Twitter account using the hashtag #FastestSeat.
The initiative was developed in association with agency RPA, Santa Monica.
‘This humorous video and social effort give us the opportunity to bring attention to Honda’s racing spirit and the advanced technology and performance found in all of our Honda vehicles,’ comments Susie Rossick, Senior Manager at American Honda Motor Company.
Comment
This feels a fun and fresh way to drive awareness of the brand partnership and in the city’s Indycar race itself.
It also draws attention to Honda’s long term racing culture. The car outfit has long been active in motorsports – from IndyCar, touring car and F1, to Moto GP and Superbike racing.
It first entered the F1 space back in 1964 and, while its engines were first used in IndyCar back in 1988, it debuted as a works team in CART IndyCar World Series in 1994 after which it soon won six consecutive championships.
In 2003 it then transferred to the rival IRL Indycar series which it went on to dominate and eventually became the sole engine supplier for.
It will re-enter F1 in 2015 as the engine supplier to the McLaren team.
Links
Shop Honda Website
http://www.ShopHonda.com?CID=YT_ORG_B….
Fastest Seat Website
http://fastestseat.honda.com/rules.
Fastest Seat Twitter
@Honda
#FastestSeat
RPA, Santa Monica
