So whilst Honda in the UK focuses on delivering on a brand promise of innovation and technology (“More forward’s please”), in the US Honda is sticking to a more tried and tested experiential route.
“Welcome to The Honda Ski Tour. This is a totally new experience designed to unite skiers, snowboarders and music lovers.” (ed. this is really not a new idea!)
As title sponsor for The Honda Ski Tour, a 3 month winter sports tour featuring ski racing, freeride competitions, and live music, Honda’s presence at each event will be highlighted with on-site displays of Honda vehicles as well as the presentation of 2007 Honda Elements to the overall tour winners in the Skiercross and Skier Halfpipe events.
Each event will feature the BaseCamp Music Experience, a live music festival featuring “cutting-edge bands” including Sean Paul, Three Days Grace, Tommy Lee, The Wailers, Blackalicious, and Gomez.
The events will be televised, via four one-hour features to air nationally on network television one week after each event.
As lifestyle events go, and despite the boast that this is a unique experience, I do really like the idea. The targeting is spot on – affluent outdoor lovers who need/use a 4×4. The website experience is actually pretty good – video streaming, good soundtrack etc. The ticket price for the events is very good at $15 for concert tickets and $99 all access.
Having just celebrated its 25th season as the title sponsor of the NASCAR Busch series, Anheuser-Busch is reassing all its NASCAR marketing. Its timing co-incides with ESPN becoming the sole broadcaster of the No. 2 racing series in the United States. The resulting increased coverage is likely to be reflected in the cost of sponsorship rights – an increase three times the estimated $10 million a year that A-B has been paying.
Kelis is the latest urban star to sign an endorsement deal, signing with Fordhas to promote the new Ford Edge. The deal also includes Kelis recording a new song specifically for the campaign – ‘Push It To The Edge’. The track will include the lyrics “So clean in my Edge/Steady headed to the spot/Speakers bump thump thump/All you hearin’ on the block.”
Whilst not an original idea, the choice of using Kelis over some of her peers in the scene is actually a pretty good one. Although she’s had massive chart success and album sales, she still has a great ‘underground’ (and therefore credible) feel about her – her marriage to one of the living legends in hip hop, Nas (who also came out to promote the car at the launch party) also lends her credible authority.
Funnily enough, in the track ‘In Public’ (featuring Nas) she did indicate that she likes getting it on in cars, although a little Ford probably didn’t factor into things too much! But hey, I can see some great PR stunts here! I can see the headlines in The Sun already – ‘Keli’s caught dogging in Streatham…in a Ford!’