Honda Begins Music-Based Marketing Strategy

Honda is taking a direct approach with their new music-based marketing strategy aimed at the younger generation. Unlike other car brands, that attempt to target younger crowds by advertising alongside some type of media, Honda is immersing themselves into the music culture. Honda will be hosting events as well as creating and distributing their own music-focused content. One of the main advertising strategies, the Honda Stage, will include videos on their YouTube channel from live performances held on their stage. Along with the Honda Stage they will put on the Civic Tour, a summer concert tour that will contain three different tours in order to reach more people. Honda hopes their efforts will create brand awareness by placing Honda where the music-craving youth already is. Artists and music industry partners will also help promote the Honda Stage through their personal social media accounts. With the average age of Honda buyers being 52.1 years, Honda hopes to reach the Millennials who are consuming their media through social media, instead of the TV and Radio.