YEARBOOKS SOCIAL CAMPAIGN
On Super Bowl LI, Honda showed viewers how starting with a big dream and continuing to chase it can lead to things beyond imagination. To help tell the story, a young version of inspirational celebs such as Tina Fey, Magic Johnson, Jimmy Kimmel and Stan Lee were shown giving words of encouragement to keep chasing dreams via their high school yearbook photo.
But, having a winning spot during the big game doesn't happen just by grabbing a viewer's attention in-between commercial breaks. To engage in a two-way conversation, the celebs from the Honda spot, as well as social influencers, such as Jordyn Weiber, an Olympic gold medalist in gymnastics, were enlisted to create unique content that spoke directly to followers on social channels such as Twitter, Facebook, Instagram and Snapchat. First, the celebs and influencers tied into the spot by posting their #tbt yearbook photos and encouraged followers to post their own. Next, they reached out to fans directly on Twitter that have hit a bump in the road chasing their dreams and gave them the courage to pick themselves up and keep on going. And on Snapchat, users were allowed to become an 80s throwback yearbook photo of themselves via a Snapchat lens. The campaign was such a success, we received a ton of props back from the celebs, as well as a parody from Ellen DeGeneres.