Ypulse Guest Post: Is There Sound Reasoning Behind Honda’s Rhymes?
Posted by meredith on 03-13-2009
Today’s Ypulse Guest Post is from multicultural marketing specialist Jeff Meade who weighs in on Honda’s new “Rhymes and Reason” campaign featuring underground rapper Mickey Factz. You can also catch Jeff at the Urban/Multicultural Mashup pre-conference at the Ypulse Youth Marketing Mashup (register now for early adopter rates!) June 1 and 2 in San Francisco. If you work in youth media or marketing and have an idea for a Ypulse Guest Post, feel free to email me.
Is There Sound Reasoning Behind Honda’s Rhymes?
Is Hip Hop dead? The rapper Nas thinks so, Honda doesn’t. Which is why Honda has set its sights on the trendsetting urban crowd. I know what you’re thinking… there goes that word “urban” again. I have a feeling we’ll jump into more discussions about the term and its usage at the upcoming Ypulse Youth Marketing Mashup conference. But, back to the story. Honda recently launched a Hip Hop inspired campaign “Rhymes and Reasons” featuring a 30-second TV ad designed to drive traffic to a Honda-branded microsite where underground artist, Mickey Factz and his co-host, DJ Gomez Warren IV discuss taking control of your finances.
My first thought… Mickey Factz seems like a good choice. He’s definitely niche, but he’s relevant to this target audience. He has a day job and a side hustle. In essence, he represents the hard-to-reach guy that Honda’s mainstream marketing doesn’t traditionally reach. My next thoughts, however, require a little Reasoning:
Street Cred, Yes. But, Financial Expert Cred? Yes, this is the guy to reach your target segment, but the topic of finances is tough, especially in this economy. I think we all agree, it’s hard to trust anyone these days. So, Factz should play the role of connector, NOT finance guru. Bring the guru on the micro site and have Factz break it down to “voice of the consumer” terms … make it relevant.
Tell a Story. How did the campaign come together with Mickey Factz and DJ Gomez? Provide background on the guys in the TV ad. Tell the audience why they should care. Tell them why you care. Then share the story wherever they are … connect with them via social media like Facebook, MySpace, Twitter, and everywhere else they’re at online.
Invest in the Culture. If you’re trying to connect with this group, then commit to them. Be explicit. Let people know how they can get involved in the campaign. How can someone else become the next Mickey Factz? I remember a Gen Yer uttering the following during a focus group I moderated. “Support something that wouldn’t exist without your support.” Couldn’t have said it better myself. That’s how you invest in the culture. Also, see Scion… they do a good job of investing in activities of interest to their audience.
DVR-proof your Commercial. Based on the Voices of Reason, many of them told me they fast-forwarded past the spot while watching “Harlem Heights.” Put more text on your TV ad to drive your audience to the micro site. You can’t stop people from fast forwarding through your commercial, so make sure you have something stand out even as they fly past your spot.
Complete the Story. Where’s the rest of the campaign? It’s almost like they leaked the TV ad (crazy thought, right?), but the microsite isn’t ready for prime time. Add more content before you make your next big push. You will get the traffic so don’t have people regret that they checked it out.
About Jeff Meade
Jeff Meade is President of The Reason, a multicultural marketing agency specializing in brand consulting and engagement marketing. Leveraging The Reason’s core competency in brand and consumer insight development. Jeff has crafted and directed marketing campaigns that create meaningful connections between brands and their consumers.
For more coverage of urban/multicultural youth culture, check out the new Ypulse Urban Channel.
Categorized under: Urban