After years of the annual Happy Honda Days sales event, Honda broke the tradition this year. The Grinch stole show with “UnHappy Honda Days” that hijacked all media channels. The campaign kicked off with a TV spot during Sunday football featuring the Grinch taking over a dealership and stealing all the cars, followed by a Twitter takeover. All of Honda’s social pages on Facebook, Instagram, Snapchat, and YouTube, spread the word on the Twitter hack with #GrinchTakeover.
Nostalgia has been a common theme among Honda’s holiday campaigns for several years and The Grinch is a natural fit as a Dr. Seuss character who has been popular with children for generations. It was also a great timely collaboration, at a time when more car buyers are researching their purchases online combined with the premiere weekend, grossing $66 million in the United States. This partnership therefore aligns perfectly in establishing a social voice by aiming at Millennial car buyers.
Given we at Jack were originally investigating potential movie partnership collaborations in 2019, worth noting the Grinch as a case study of two brands that have alignment in their objectives and both benefit from the collaboration.
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