Music Drives Honda’s New Marketing Campaign

American Honda has partnered with Clear Channel Media and Entertainment (iHeartRadio), Live Nation, REVOLT, Vevo and YouTube to produce and distribute music content available under the new Honda Stage name, through dozens of live events and exclusive online content. The company estimates that millions will be spent on using music to reach more than 1 million younger consumers at more than 200 live events.

“Breaking through the clutter and reaching younger buyers through traditional advertising is proving more and more difficult in this always-on, digital generation,” said Tom Peyton, assistant vice president of Advertising and Marketing for American Honda Motor Co., Inc. “Honda is making an even bigger investment in music than ever before. To bring this type of experience to music lovers we had to assemble a program from scratch bringing together both live and online elements that can only be found through Honda Stage.”

Honda Stage will offer music fans access to custom online music programming and performances via a new YouTube channel.

Additionally, the Honda Stage at the iHeartRadio Theater in Los Angeles will offer a concert series to be promoted via Clear Channel radio stations. Additional custom Honda Stage concert events, produced by Live Nation, will be held throughout the U.S.

Honda Stage at REVOLT Studios Hollywood will deliver regular live interviews and in-studio performances, which will be broadcast via REVOLT TV, the iOS and Android REVOLT apps, and the Honda Stage YouTube channel.

“This just pencils out as a smart program due to the massive content distribution platforms. With an expected reach of billions of music fans, the Honda Stage program will reach potential customers far beyond traditional TV advertising,” said Peyton.

Initial artists included in the campaign are pop act American Authors, as well as alt-rockers GroupLove, and Portugal.