Honda's Purpose-Driven Social Media Initiative

We have all witnessed the many problems surrounding the automobile industry. Between emissions scandals and car safety issues, several automobile companies have frequently suffered damage to their reputations. However, despite all of these issues, large automobile corporations still continue to thrive on social media. These brands are able to engage their users and manage their customer relationships on their social platforms. Specifically, Honda is quite prevalent on several social platforms and has even taken part in purpose-driven initiatives to spread brand awareness. 

Photo: Wate

Back in 2013, Honda successfully worked to bring people together in support of saving drive-in theaters across the United States. Although drive-ins experienced a revival during the Covid-19 pandemic with the temporary closure of indoor movie theaters, the majority of the theaters across the country were at risk of closing about seven years ago. People have always loved drive-in theaters, but advances in technology from film to digital resulted in the need for drive-ins to upgrade to digital projectors. According to Jessica Gioglo, this upgrade would cost theaters roughly $80,000, which was widely over the budget for most small-town theaters around the United States. 

Photo: USA Today

Honda was inspired by this issue, and in response chose to champion its Project Drive-In initiative. Project Drive-In was hosted on a dedicated website as a way to raise awareness and encourage people to help save their local drive-in theaters across the US. People could vote for a set of five theaters that Honda would donate digital projectors to. The project was so successful that Honda chose to grant a digital upgrade to four more theaters in a second round of voting. Honda also gave participants the option to donate money, express plans to visit a local drive-in this summer, and spread the word using #SaveTheDriveIn via Facebook and Twitter. Additionally, Honda held the first-ever Twitter Vine auction to raise money for the theaters. The company even published a campaign video on YouTube which generated more than 300,000 views. 

While Honda was not having its fans spread the word about the brand itself, it successfully energized Honda fans to talk about an initiative that impacted car customers who were seeking entertainment. The company harnessed the nostalgia for drive-in movie theaters with its range of opportunities for people to get involved. It used its own social platforms to prove to its fans why the initiative was worth their time, effort, and support. Even celebrities were spreading the word about the campaign on Twitter and making videos about it. As you can see in the campaign video below, Honda provided a storyline with enticing music and people to bring Project Drive-In to life. 

Now, I know some of you might be thinking, “Honda held this campaign seven years ago, so what makes it relevant today?” As mentioned previously, the circumstances of the Covid-19 pandemic forced indoor movie theaters to temporarily close. This gave drive-in theaters a tremendous opportunity to capitalize on attracting consumers who still wished to go to the movies but in a safer way through being outdoors and allowing for social distancing. Many of these drive-in theaters would not be open today if it wasn’t for the efforts of Honda on social media. The brand successfully energized the groundswell to spread the word about a cause that brings its cars and movies together for a fun activity. While it wasn't promoting its products directly, it successfully spread brand awareness through a fantastic purpose-driven initiative on its social media that would serve its consumers for many years to come. 

Photo: Cause Marketing