By the end of this year, Hollywood is expected to stop distributing 35mm films across America. This is all well and good for indoor theaters who have already made the switch to digital projection, but for hundreds of drive-in theaters the cost is just too high.
Drive-ins could quickly become relics, but Honda stepped up to make sure that doesn’t happen. As part of the campaign from RPA, Honda is raising awareness for the cause and will also donate digital projectors to the five most popular drive-ins in the United States. People are encouraged to choose their favorite and vote at www.projectdrivein.com.
“Cars and drive-in theaters go hand-in-hand, and it’s our mission to save this decades-old slice of Americana that holds such nostalgia for so many of us,” said Alicia Jones, manager of Honda & Acura social marketing at American Honda Motor Co. “We’re committed to helping the remaining drive-in theaters flourish with the move to digital projection.”
In three days, the video received 75,000 YouTube views and 12,000 social shares. Honda is promoting this campaign heavily through social media. Twitter users are encouraged to use the hashtag #SaveTheDriveIn to engage in conversation about the project. Hundreds of people are already interacting with the hashtag and are helping Honda save these theaters. The company has plastered the message across its Facebook page as well to maximize awareness and sharing.
In the call-to-action, Honda asks that viewers share Project Drive-In with others and pledge to visit a local drive-in this summer. The company is collecting donations for digital projectors to be distributed to drive-ins nationwide. To bring more awareness to the cause, Honda is also creating pop-up efforts at several of its 1,000 dealerships.
Partnering with a cause is an effective way to generate brand awareness and drive consumer engagement. By focusing on small communities and the people within them, Honda is taking a humanized approach with this campaign. People will be drawn to the cause and therefore drawn to Honda as well. Recently, Honda has had success with its social and digital campaigns; the unique and innovative concepts keep viewers excited about the company and what they’ll offer next.