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Honda Inks Exclusive Deal With 'High
School Musical 3'
Karl
Greenberg
MediaPost
September 30, 2008
Honda has signed on as exclusive automotive sponsor of
Walt Disney Pictures' "High School Musical 3: Senior
Year."
Honda's co-branded campaign for the film, which opens
Oct. 24-- includes TV spots, radio, print, and online
elements. The film also features a raft of Honda
vehicles, including a Honda Odyssey minivan driven by
Gabriella's mother, Mrs. Montez; a pink S2000 coupe
driven by Sharpay, a Pilot compact crossover and a Civic
Hybrid.
The effort will include a cross-branded 30-second TV
spot for the Odyssey that will run on cable networks and
network shows in October, and a branded spot on the
Disney Channel. One spot shows the minivan "driving"
through the animated world of a Wildcats senior
yearbook. A co-branded site, www.Disney.com/RidewiththeWildcats,
which goes live on Sept. 29, lets visitors watch videos
and play a thematically related driving game.
The site also hosts a sweepstakes, "Ride with the
Wildcats," offering a new 2009 Honda Odyssey and
autographed props from the feature film set as the grand
prize. The promotion gets support from a 45-second TV
spot on Disney Channel, a 30-second spot on Radio
Disney, a full-page co-branded ad in the November issue
of Family Fun magazine and a one-third-page follow-up ad
announcing sweepstakes winners running in the April
issue.
Tom Peyton, senior advertising manager at American Honda
Motor, says Honda is reprising a role it had in "High
School Musical Two." "We started with Disney a few years
ago when we became a partner of Disney Land," he tells
Marketing Daily. "That gave us inroads to talk on other
projects."
He said that while other Honda vehicles are spotlighted
in "HS3," "it is primarily about Odyssey. We're trying
to reach families; these are the right households for us
to talk to." |
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