Campaign Overview

Honda Civic “Heritage” Viral Video Press Release

Audience-Specific Story Leads

Band & Agency Biographies

“Tell Your Story” Facebook Contest

Social Media Posts/Tags

June 2011

Washington D.C. | Tier10 Marketing

2012 Honda Civic Video Launch Campaign

2012 Honda Civic Viral Video Campaign

Video: http://bit.ly/2012hondacivicvideosWeb: http://www.2012hondacivicinfo.comYouTube: http://www.youtube.com/2012HondaCivicFacebook: http://www.facebook.com/newcivicTwitter: http://www.twitter.com/newhondacivic

The launch of the 2012 Generation 9 Honda Civic is the largest and the most important new vehicle launch in the history of American Honda. Tier10 Marketing has developed an integrated video marketing campaign for the launch to include:

A high-definition video weaving the first eight generations of the Honda Civic with a cross-section of Honda Civic owners of varying ages and nationalities. An interactive Facebook contest designed to drive user interaction.Relevant SEO and SEM strategies to guide and control the “virality” of given campaign.

The goal of the campaign is multi-faceted. Brands need “Likes” on their Facebook pages for them to be effective and relevant. Studies have shown video to be the leading piece of content that attracts and engages users in a social media environment. This campaign leverages the power of online video to build views and aggregate page “Likes.”

Brands also need to be human. In this era of high-technology, even brands as ubiquitous as the Honda Civic need to do all that is possible to reinforce that they are relatable and accessible. Invoking emotion and pathos into video content is not a new idea; bringing it to the masses in a scalable, viral campaign is. This video was authored with these attributes in mind, making the “message” just subjective enough for it to be appropriate for a multitude of various audiences.

The 2012 Honda Civic Viral Video Campaign integrates social media in a real, scalable way, promoting content that has mass appeal and a high-viral potential.

The following packet includes an overview of the video, potential story leads, biographies of the creators, “Tell Your Story” contest overview, and social media pre-loaded post and tag lists.

For more information, contact Joseph Olesh – jolesh@tier10marketing.com – Emerging Media Director at Tier10 Marketing.

OVERVIEW

About Tier10 Marketing

Tier10 Marketing delivers a holistic marketing system that integrates 10 tiers of marketing under a well-defined campaign strategy. We provide marketing services for many of the leading Honda and Acura Dealers & Dealer Associations in the nation, and have received national recognition from AutoSuccess.com as one of the “Top Ten Companies to Watch in 2010.” The team has created and implemented marketing strategies for 12 manufacturers, 76 of the top 100 dealer groups and over 4,000 dealerships in 18 countries. We are pleased to have the opportunity to help your dealership market the Generation9 Honda Civic.

2012 Honda Civic “Heritage” Viral Video Campaign

Video: http://bit.ly/2012hondacivicvideosWeb: http://www.2012hondacivicinfo.comYouTube: http://www.youtube.com/2012HondaCivicFacebook: http://www.facebook.com/newcivicTwitter: http://www.twitter.com/newhondacivic

In recognition of Honda’s 9th Generation Civic, Tier10 Marketing has developed a “Heritage” video aimed to create a visual experience that best represents the theme: “One Car. A Million Stories.” Designed to compliment Honda’s current Civic launch campaign, the video provides Tier10 clients (Paragon Honda, Herb Chambers Honda, Scott Robinson Honda, and Penske Honda, to name a few) with a viral video to inspire traffic, both on and offline.

The Honda Civic has gained notoriety because of its widespread demographic appeal and longevity. Tier10 celebrates this 9th Generation release by creating an integrated viral video campaign that explores the evolution of the Civic.

Tier10 Marketing’s Creative Director Scott Rodgers explains, “Personifying the Civic by instilling emotion was objective one. Bringing in a human element accomplishes two things: (i.) it promotes a generational feel and (ii.) connects the Civic with it’s far-reaching fan-base. Capturing the Civic’s evolution in correlation with the various Civic-owners featured in the video was key in attaining the correct tone.”

The video incorporates vintage commercial footage of the 1978 Honda Civic to present-day models. An edit composed of new and old Civics, with a progressive pace, allows for 20+ years of the Honda Civic to be showcased in just under 2 minutes.

Shot on a Canon 7D, the video taps into a technology being utilized by the likes of The Jay Leno Show, House, and Saturday Night Live. The choice to use DSLR technology was deliberate, speaking to the Civic’s universal, grass-roots appeal. DSLR cameras, like Canon’s 7D and Nikon’s D3s, have brought high quality video to the masses at an affordable price.

A collaboration with Grammy award-winning Dirty Vegas brought an important emotional element. The video features the song, “Today,” a progressive pop composition. There’s a delicate bass beat that builds throughout, ultimately helping the story come through. The song lends a sense of nostalgia, a key element needed for the tone of this short video.

The video’s Director/Editor Joseph Olesh adds, “The video should leave the viewer wanting to see more. My experience producing this video has made me a big fan of the Civic. My hope for the video is one that inspires viewers to investigate the Civic’s proud history and even take a test drive of their own.”

Honda Civic customers span the spectrum of automotive drivers. They are high school graduates and college students, families with young children, schoolteachers, and environmentalists. The video pays homage to these Civic owners, young and old. See http://www.facebook.com/2012civic for more information.

For Imediate ReleaseJune 24, 20111366 Dulles Technology Dr, Suite 320Herndon, VA 20171Contact: Joseph Olesh

PRESS RELEASE

2012 Honda Civic Viral Video CampaignAudience-Specific Story Leads

2012 HONDA CIVIC – TECH/DSLR FILMMAKERS

The “Generations” video was shot on a Canon 7D at 24p. The 24-70mm f/2.8L USM Standard Zoom Lens provided for an excellent depth of field when appropriate. Shooting at Magic Hour, about one hour before sunset, created the rich color temperature seen throughout the various vignettes.

Utilizing this technology satisfied creative expectations, while maintaining a feasible buget. Two pieces of field production equipment were used: Manfrotto’s 501HDV Pro Fluid Video Head atop the 685B NEOTEC Monopod. The edit workflow is relatively simple as well. Import video files directly to your computer’s hard drive, convert the native H.264 codec to a more appropriate non-linear editing codec like ProRes 422, and proceed with edit. This leaves out expensive post-production bays, complicated capture processes and the like.

The video’s Director/Editor, as well as Tier10’s Emerging Media Director exclaims,“I have shot art films to corporate documentaries with this camera. It’s versatility makes it an easy choice and the picture quality is at a level I have yet to be dissappointed with. The Civic design yeilds excellent lines that photograph very well; having a camera to easily capture these contours on the fly made this shoot very enjoyable.”

2012 HONDA CIVIC – GREEN MOVEMENT

The 2012 Honda Civic is a testament to modern fuel-efficiency. The 9th Generation line-up includes a “Hybrid” model that has an EPA estimated 44 miles per gallon on the highway, making it a very popular choice for environmental-enthusiasts worldwide.

The use of the natural landscape as a visual metaphor in the “Generations” video was a deliberate decision by Tier10 Marketing. Led by Creative Director Scott Rodgers and produced by Emerging Media Director Joseph Olesh, a video capturing the Civic moving through green, vibrant settings was one way to subtly remind the viewer of its fuel-efficient technology.

The campaign promoting the video also sought a “green” workflow. Distribution, via social and email integrated processes, will be 100% paperless.

Honda’s inspired efforts to create vehicles that can be carried through generations acted as catalyst for this particular campaign; Tier10 hopes this same model will be applied across all industries going forward. Digital marketing has become a niche term, though few have broken it down to scalable processes that save materials and energy. Tier10 is confident that this campaign will set a precedent for all social and digital campaigns to come.

2012 HONDA CIVIC – HONDA CIVIC OWNERSHonda Civic owners are everywhere. If you go through your past and present friends and family, it’s almost guaranteed you can identify at least one Civic owner. It makes sense that the degrees of separation for Civic owners don’t span too far, as it’s been a leading reliable mid-size sedan option for the better part of three decades.

A video paying tribute to the Civic that highlights not only the launch of the 2012 Honda Civic, but looks back at the pride and tradition that exists amongst Civic owners young and old. This viral video speaks to the point that, just like a reliable family member, the Civic has become a fixture in families’ daily lives.

The human-focused vignettes within the video create movement through the piece and help personify the Civic. The Civic-owners’ demographics vary, but all lend a similair aesthetic: Satisfied Customer.

BLOG

2012 Honda Civic Viral Video CampaignBand & Agency Biographies

DIRTY VEGAS A Grammy Award-winning British house music trio made up of Ben Harris and Paul Harris (no relation) on instruments and production and Steve Smith on vocals. The group formed in 2001, then broke up in 2005 before reforming in December 2008 to record new material.

They are best known for their international hit single “Days Go By”, which gained mainstream popularity in a 2003 Mitsubishi Eclipse television commercial, and for remixing songs created by other artists.

“We’ve always wanted to do a lot of different styles, whether it’s a commercial pop hit or an eight-minute experimental dance track,” he continues. ”And electronic music is where you can do it all. We’re just always excited to try different things. There are club tracks, there are indie rock tracks, and there’s everything that we’re into and everything we wanted to write about. With this new record, we were not on anyone’s watch, so we could just do what we wanted to do!”

SCOTT RODGERS Tier10 Marketing Executive Creative Director, Partner Scott Rodgers is one of very few, if any, Automotive Advertising Creative Directors who are born into the car business. Scott Rodgers grew up in his father’s dealerships providing him with an automotive foundation and depth of knowledge that few creative directors have.. Scott began his automotive career selling cars in the family dealership. He learned the basics of sales and the foundation of direct customer interaction in sales. His education was enhanced by also seeing the business from the perspective of an owner or general manager. Scott learned about the interactivity of all departments and the importance of profitability.

While perfecting his style and craft at his father’s stores, Scott’s work caught the eye of many top dealers. With numerous offers and a desire to branch out on his own, Scott began his “solo” career as the Creative Director of The Koons Automotive Companies, which is based in Northern Virginia. It was here that he teamed up with Scott Fletcher for the first time. A self-taught student of design, Rodgers has the “it” factor, a gift for creative and design that just can’t be taught.

Rodgers’ quality of work, passion for design, and pursuit of perfection has vaulted him into rare air when it comes to the merging creative design and automotive advertising. We believe his work speaks for itself. He continues to develop and design some of the industry’s leading social and digital campaigns blending the integration of technology and design.

JOSEPH OLESH Tier10 Marketing Emerging Media DirectorDirector/Cinematographer/Editor Joseph Olesh is an award-winning filmmaker and video creative director. He currently leads online video and social media efforts for Tier10 Marketing. His client list includes Deutsche Bank, Honda, Mercedes-Benz, New York Fashion Week and the Barack Obama Presidential Campaign. A tenured film/video/television producer, Joseph’s online portfolio has amassed over one million views, collectively. His independent work -- ranging from national commercials, art films, documentary shorts, and music videos -- has been recognized by international film festivals, the Open Internet Coalition, and was featured in 50Interviews’ latest book, “Video Marketing Pioneers.” Follow Joseph on Twitter @josepholesh.

BIOGRAPHIES

2012 Honda Civic Viral Video CampaignFacebook-Based, User-Generated Storytelling Competition

In celebration of the 2012 Ninth Generation Civic release, we’ve design a contest to reward Civic owners with a story to tell.

The premise is simple:

1. Tell your story as a comment on “The New 2012 Civic” Wall.

2. Alert friends of your post and have them “Like” it.

3. The “Likes” count as votes for each story. The greatest number of votes, per month, win a 16GB iPod Touch.

4. Email contests@tier10marketing.com with your contact information -- name, phone number, mailing address, and date of birth -- to confirm your entry.

We’re looking for an original Civic-inspired story. Whether it was your first car or a memorable road trip, share all the details you wish. There is a character limit for Wall Posts, so overflow into the first Comment field if you need more room. We’ll take the combination of “Likes” between the two fields.

The Civic’s USB Audio Interface and MP3/auxiliary input jack provided inspiration for the iPod Touch. The contest hopes to reward Civic owners with a new way to enjoy their music in their new rides!

Liking “The New 2012 Civic” on Facebook will keep you posted on all the news and highlights throughout the contest’s duration.

The first prize will be announced August 1, 2011. Winners will be announced the first of each month thereafter at http://www.facebook.com/NewCivic.

For official contest rules, see the CONTEST Tab at http://www.facebook.com/NewCivic.

CONTEST “Tell Your Story”

Pertinent Twitter Tags

SOCIAL

USER TAG

Tier10 Marketing @Tier10Marketing

Honda @Honda

Honda Civic Tour @HondaCivicTour

Scott Rodgers @scotty703

Joseph Olesh @josepholesh

Dirty Vegas @DirtyVegas3

Paul Harris @paulharrisdj

Canon 7D @Canon7D

Canon @Canon_Camera

YouTube @YouTube

Pertinent Hyperlinks

Name URL

Video http://bit.ly/2012hondacivicvideo

Web http://www.2012hondacivicinfo.com

YouTube http://www.youtube.com/2012HondaCivic

Facebook http://www.facebook.com/newcivic

Twitter http://www.twitter.com/newhondacivic

Press Release http://scr.bi/2012CivicVideoPressRelease

FACEBOOK TWITTER

Canon 7D the camera of choice for 2012 Honda Civic Launch Video

@Canon 7D the camera of choice for 2012 @Honda Civic Launch Video #DSLR #WebVideo http://bit.ly/2012hondacivicvideo

Vintage Honda commercials from 1978, 1982 captured in this launch video.

Vintage @Honda commercials from 1978, 1982 captured in this launch #video. #WebVideo http://bit.ly/2012hondacivicvideo

Tier10 Marketing ECD Scott Rodgers: “We wanted to create a video family portrait... with a Civic. Something that could move people.”

@Tier10Marketing ECD @scotty703: “We wanted to create a #video family portrait... with a Civic. Something that could move people.” http://bit.ly/2012hondacivicvideo

Grammy-winning musicians Dirty Vegas set the sounds to 2012 Civic Launch Video. Dirty Vegas rose to prominance in 2006 with “Days Go By,” made famous in a popular Mitsubishi commercial.

#Grammy-winning musicians Dirty Vegas set the sounds to 2012 Civic Launch Video. Cc: @Tier10Marketing @DirtyVegas3 http://bit.ly/2012hondacivicvideo

Music plays a key role in web video marketing. Note the song “Today” by Dirty Vegas in this 2012 Honda Civic Launch Video from Washington DC firm Tier10 Marketing.

Music plays key role in #WebVideo marketing. Note @DirtyVegas3’s song “Today” in this 2012 Honda Civic Launch Video via @Tier10Marketing http://bit.ly/2012hondacivicvideo

Video Director Joseph Olesh:“The video should leave the viewer wanting to see more ... and take a test drive of their own.”

Director @josepholesh on @Honda Civic Video: “(It) should leave the viewer wanting to see more ... and take a test drive of their own.” http://bit.ly/2012hondacivicvideo

Dance music makes way into mainstream with this Dirty Vegas track, “Today” featured in the 2012 Honda Civic Launch Video.

Dance #music makes way into mainstream with this @DirtyVegas3 track, “Today” featured in the 2012 @Honda Civic Launch #Video http://bit.ly/2012hondacivicvideo

Honda Civic joins House, Saturday Night LIve, Jay Leno Show and others utilizing the Canon 7D for production.

@Honda Civic joins House, @nbcsnl, @JayLeno Show and others utilizing the Canon 7D for production. http://bit.ly/2012hondacivicvideo

The 2012 Honda Civic is a testiment to quality fuel-efficiency.

The 2012 @Honda Civic is a testiment to quality #FuelEfficiency. http://bit.ly/2012hondacivicvideo

Honda Civic owners showcased in new Civic Launch Video, past and present

@Honda Civic owners showcased in new Civic Launch Video, past and present #Canon7D http://bit.ly/2012hondacivicvideo

Tier10 Marketing produces short film celebrating Honda Civic’s 9th Generation.

@Tier10Marketing produces short film celebrating #Honda Civic’s 9th Generation #Video #DSLR http://bit.ly/2012hondacivicvideo

2012 Honda Civic “Heritage” Video Campaign Speaks with emotion thanks to soundtrack by Dirty Vegas

2012 @Honda Civic “Heritage” #Video Campaign speaks w/ emotion thanks to soundtrack by @DirtyVegas3 #Music http://bit.ly/2012hondacivicvideo

SOCIAL

Pertinent Twitter Tags and Hashtags (Con’t)

New video from Tier10 Marketing speaks to Civic’s “generational” appeal

New video from @Tier10Marketing speaks to Civic’s “generational” appeal #Honda #toeachtheirown http://bit.ly/2012hondacivicvideo

20 Years of the Honda Civic in 90 Seconds 20 Years of the @Honda Civic in 90 Sec-onds @YouTube #Video #DSLR http://bit.ly/2012hondacivicvideo

A “video” family portrait with your Honda Civic, celebrating 9th generation

A #video family portrait with your Honda Civic, celebrating 9th generation with the @Canon7D #DSLR http://bit.ly/2012hondacivicvideo

The 2012 Honda Civic becoming a favorite for environmentalists worldwide.

The 2012 @Honda Civic becoming a favorite for environmentalists worldwide. #EnvLaw #Green http://bit.ly/2012hondacivicvideo

New Honda Civic Video, independantly produced and distributed, is yet another example why Net Neutrality is an issue to be defended.

New @Honda Civic Video, independantly produced and distributed, is yet another example why #NetNeutrality is an issue to be defended. #OIC http://bit.ly/2012hondacivicvideo

Open Internet Coalition award-winner Joseph Olesh produces Honda Civic Launch Video for Tier10 Marketing

Open Internet Coalition (@theopeninternet) award-winner @JosephOlesh produces @Honda Civic Launch Video for @Tier10Marketing #NetNeutrality http://bit.ly/2012hondacivicvideo

“One Car. One Million Stories” Win an iPod Touch with your Honda Civic story. See contest details in link below!

“One Car. One Million Stories” Win an @iPodTouch with your Honda Civic story. See contest details in link below! #Contest http://bit.ly/2012hondacivicvideo

Honda Civic: A car for ALL people!!! @Honda Civic: A car for ALL people #Video #DSLR #toeachtheirown http://bit.ly/2012hondacivicvideo

Tier10Marketing teams up with Indie filmmaker Joseph Olesh and band Dirty Vegas for 2012 Honda Civic Launch Video

@Tier10Marketing teams up with Indie filmmaker @josepholesh and band @DirtyVegas3 for 2012 @Honda Civic Launch #Video http://bit.ly/2012hondacivicvideo

Follow the Honda Civic’s evolution over the years. See if your Civic is included!!

Follow the @Honda Civic’s evolution over the years. See if your Civic is included!! #WebVideo http://bit.ly/2012hondacivicvideo

2012 Honda Civic “Heritage” Video, capturing Civic-owners young and old.

2012 @Honda Civic “Heritage” Video #Exclusive #WebVideo #DSLR http://bit.ly/2012hondacivicvideo

9th Generation Honda Civic celebrated with short film featuring families and their pets!

9th Generation @Honda Civic celebrated with short film #Video #DSLR http://bit.ly/2012hondacivicvideo