• by Tanya Gazdik , February 2, 2020

Honda isn’t running a TV spot during the Super Bowl, but the automaker is having a little fun with the event with a day-long promotion.

If you move the B from Bowl to the end of Super, Super Bowl turns into Superb Owl, which is the theme of the activation by the automaker, which compares the wise birds to the Honda Pilot SUV.

The campaign from AOR RPA enables Honda to join the existing conversation on Twitter about the big game, says Jessica Fini, manager social media, Honda. 

“With the rise of the second-screen viewing experience and the growing interest by consumers to search for, and engage with what brands are doing around the big game, especially on Twitter, Honda wanted to create content that is both quick to understand and entertaining enough to engage with and share,” Fini tells Marketing Daily.

Throughout Sunday, Honda will be tweeting a series of spotlight videos showing off different owl species in action and “hooting” all day about these superb owls. 

Owls are wise, and so it the Honda Pilot, per the automaker, “given that Pilot comes standard with Honda Sensing, with features that help drivers see potential collisions ahead on the road. Pilot is the Superb Owl of SUVs.”

Safety has been a key theme for Honda marketing, with the brand’s “Safety for Everyone” campaign and associated creative.

As part of the campaign, any time someone uses the hashtag #SuperbOwls on Twitter on Sunday, a custom owl emoji will automatically appear adjacent to the hashtag. 

Promoted tweets will take place on Sunday and continue throughout the day and game. Honda will roll out content on Twitter with a mix of video, GIFS, and on-the-fly owl reaction memes to engage fans all day. Real-time reaction “hoots” will be posted in response to what is happening in-game.

Superb Owl already was being discussed on social media by the Reddit community (https://www.reddit.com/r/Superbowl/) as a way to talk about the big game and also celebrate owls.