Fanboy No. 1
Emo rockers Fall Out Boy hit the road this summer on the Honda Civic Tour.
For the campaign, Honda will give away a hybrid Civic customized by the headlining band. Additionally, the company is inviting users to post online videos of themselves lip-synching to Fall Out Boy songs, and to create new “long” song titles.
The campaign, developed by RPA, also harnesses fast-growing Buzznet.com — a seven-million member social networking site where Fall Out Boy has its own official community page, FriendsorEnemies.com.
The interactive material has been a hit with Buzznet members. The Web site includes video and content created by the band, VIPs and fans on their mobile devices.
This year marks the first time the Civic Tour has linked to a social networking site, says Anne Palmer, Honda Interactive’s senior analyst. “It gives us the opportunity to really focus on what those fans would like to do in conjunction with the tour,” she says.