Alicia Jones, Manager Social Media Marketing

American Honda Motor Co., Inc.

Drive-in movie theaters are apart of our culture

But they’re in danger of disappearing…

Conversion from film to digital costs $80,000+

Drive-in theaters have local support…

And are trying to save themselves

Honda’s Mission: Save the Drive-In

Honda raised awareness of this problem and helped

spark a movement.

The goal was to save as many as possible,

starting with five.

Honda donated digital projectors and America

decided which ones got help by voting online.

Who better to save the drive-in than a car company?

And what better car company than Honda?

Huge Social Potential

News angle: Dec. 31, 2013 digital

conversion deadline

Activate hundreds of theaters across

the U.S.

Passionate community

Nostalgia

Iconic piece of Americana and car culture

Projectdrivein.com #Savethedrivein

3.6 Million Visits

2.6 Million Votes

$55,865

Contributions

44k Pledges

300k Shares

Posters

Flyers

Buttons

Digital assets

Email Templates

PR help

Tips/Instructions/Checkli

sts

Drive-In Toolkit

Live Twitter & Vine Auction

One-day live Twitter Vine

auction on Thursday,

September 12

To participate in the

auction, bidders tweeted

the title of the item, bid

price and hashtag

#DriveInAuction

8 Auction items

PR Efforts

Utilized a National and

Local PR strategy

Helped drive-ins reach

out to local PR

Experiential & CRM Support

Helped Dealers host

pop-up drive-ins to

support the campaign

Activated Honda’s

CRM database through

emails

Success!

2.6+ million votes

378k social shares

183 million social impressions

682 million earned media

impressions

3.55% Engagement rate

22% fan/follower growth

27 drive-ins saved… so far

Buzz & Influencer Mentions

35,230 mentions

92% favorable campaign

sentiment

Number of influential

celebrities and media joined

in to help #SaveTheDriveIn

Storytelling Approach

Stay True to your Brand

Leverage an Existing, Motivated Audience

Build and Sustain Buzz throughout Campaign

What We Learned

Thank You