Just how far would someone go to win a car? If text-to-win or completing a multiple choice question is just to darn easy for the post-modern consumer currently riding out the fragmented digital maelstrom, Honda’s latest campaign is probably just what they are looking for.
The campaign is being billed as the most ambitious digital quest ever created, and Honda is not far wrong.
‘The Super Civic Quest’ utilises an augmented reality game, gigapixel photo, Shazam video recognition, a QR code and a video mosaic puzzle, whilst sending participants across YouTube, Foursquare, Facebook, Flickr, Pandora, Amazon and Twitter (among many other destinations) as they search for a Mexican wrestler's missing vehicle.
The promotion features a total of seven film shorts, 30 unique websites and apps, 30 reward badges and ties in with TV ads featuring, among other characters, the aforementioned Wrestler, a ninja and a zombie.
Those who do delve into this somewhat confusing array of content will be rewarded with free Facebook Credits and Amazon music downloads, with one lucky winner netting a brand new Honda Civic for themselves and one of their Facebook friends.
How far you engage with all of the above kind of hinges on two things. 1) Just how badly you’d like a shiny new Honda Civic, and 2) just how much you engage with the idea of helping a masked wrestler locate his city run-around.
Although this campaign is armed to the teeth with digital ammunition I slightly question the later element and the level of buy in from consumers. Although much easier to follow than deep ARG style campaigns we have seen before, this feels like it might be stretching the attention span of the target Honda Civic market.
If this is all about reaching a new digital savvy audience, which it undoubtedly is, then it ticks plenty of boxes. However, sometimes throwing everything into the digital mix isn’t what is required and the ‘digtal savvy’ audience is often as easily impressed by simplicity as they are by campaigns that require large levels of commitment.