automotive

Honda Does Twitter Giveaway Of Accord

Honda is doing a Twitter giveaway of a car in a promotion that includes daily gifts to participants, an extension of its year-end sell-down campaign. The #OpentheCheer program, which makes Honda the automaker to do a Twitter car giveaway, dangles the 2016 Accord Touring and uses Twitter’s new Instant Win feature. 

Honda says the program, via RPA, will kick off with a tweet that includes a teaser video encouraging people to retweet for a chance to instantly win a gift. For every retweet, Honda will give $1 to the Pediatric Brain Tumor Foundation. Once the user retweets the daily tweet, they immediately receive an automated reply letting them know if they have won or not, by virtue of a video vignette illustrating the results. If a player doesn’t win, he or she gets a stop-motion clip encouraging them to try again.

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“Our goal for this campaign is to tap into the anticipation of giving and opening gifts during the holidays and Twitter's Instant Win feature allows us to surprise our fans while helping to find a cure for children's brain tumors,” said Susie Rossick, assistant VP at American Honda, in a statement. 

All retweets are entered for a chance to win a 2016 Accord Touring, and the winner will be randomly selected at the end of the sweepstakes, which ends on Dec. 29. Instant win prizes include gift cards and digital smartwatches.

The automaker's Happy Honda Days campaign includes five TV spots. Each of the intricate spots were melded from three layers — live action (people/vehicles), miniature sets, and matte paintings — bringing the magical world inside the Happy Honda Days house to life. The social media campaign includes similar video vignettes driving attention to the promotion. 

Honda unveiled the 2016 Accord last summer in a first-ever Silicon Valley unveiling for the automaker, an effort to promote the vehicle's tech sophistication in the connected-car sphere. The car, which Honda said is its most high-tech vehicle, has both Apple CarPlay and Android Auto.

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