Tier 10 Marketing’s 2012 Honda Civic "Heritage" Video Captivates Drivers …

Washington, DC (PRWEB) August 18, 2011

The release of the all-new 2012 Honda Civic marks the most important product launch in the history of American Honda. From first-time drivers to retirees, the iconic vehicle enjoys a wide demographic and multi-generational appeal. From a marketing standpoint, reaching this audience would be as important as manufacturing the redesigned Civic worthy of their praise.

In response to this challenge, Tier 10 Marketing independently launched an integrated “Tell Your Story” campaign, a people-centric concept based on communicating and evoking real emotion. The centerpiece of the campaign is the 2012 Honda Civic “Heritage” Video, which features music from Grammy-award winning artists Dirty Vegas, and portrays real Civic owners collectively creating a visual experience that represents the theme “One Car. A Million Stories.” The video was designed to provide Tier10 clients (Paragon Honda, Herb Chambers Honda, Brickell Honda, Scott Robinson Honda and Penske Honda, to name a few) with a custom viral video to inspire traffic and promote the brand in a positive light.

The results were more than tenfold, reaching drivers, dealers and industry contributors far beyond Tier10′s Honda clients. YouTube views have broken the 40,000 mark, with viewers praising the way the video prompts positive memories associated with the Civic.

“Rather than plaguing the viewer with specifications and numbers, I got the sense that the Civic has made many great memories possible,” said YouTube user Mackestarr. “I wish they would show this kind of honest advertising on TV.”

Since launching the video on the Civic 2012 Facebook fan page, www.Facebook.com/NewCivic, the link has been shared by users more than 1,300 times. The Facebook page was also created as a destination for Civic drivers to share their stories; so far, countless Civic drivers and ex-drivers have shared their stories and photos, making the campaign likely to be spotlighted on Facebook-Studio.com, where the world’s leading social network celebrates and displays the works of agencies and marketers who create innovative campaigns on Facebook.

Meanwhile, the video has enjoyed much success on Twitter, with tweets nearing 20,000. More than 500 websites have embedded “Heritage,” and, it’s been mentioned in more than 121,000 other websites. Honda dealers around the nation — not signed on with Tier10 — are adopting the video as their own to help build enthusiasm for the 2012 Honda Civic. The effect of the video has made for a social media sensation.

The “Heritage” video has captured the attention of major industry publications, including Motor Trend, which praised the video for its nostalgic value and marketability over RPA’s “To Each Their Own” campaign and its “pop culture clichés,” referring to Tier10′s campaign as “more relatable” to fans of past Civic models. RPA – Rubin Postaer and Associates – is the agency of record for Honda.

Autoblog, a leading provider of industry news, reviews, podcasts and commentary, was the first to feature the “Heritage” video. Associate Editor Jeff Glucker noted Honda “taking a moment to look back at the history of its popular compact.”

Related Links:

YouTube Channel link: http://bit.ly/youtube-civic

MotorTrend link: http://bit.ly/motortrend-civic

Autoblog link: http://aol.it/autoblog-civic

Jeff Glucker link: http://bit.ly/jeffglucker

Tier10 Facebook link: on.fb.me/tier10-civic-facebook

Tier 10 Marketing Contact:

Joseph Olesh, Emerging Media Director

Email: jolesh(at)tier10marketing(dot)com

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For the original version on PRWeb visit: www.prweb.com/releases/prweb2011/8/prweb8722654.htm

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Two Groups That Help Nonprofits in a Merger

GOOD, a fast-growing publishing and marketing business that promotes social causes, is acquiring Jumo, a social networking site that raises money and support for nonprofit groups.

The deal may signal the beginning of a consolidation in the world of online intermediaries set up to help nonprofits, which have proliferated in the last few years.

“None of these sites have managed to establish themselves as the clear leader, and new competitors keep popping up,” said Beth Kanter, an expert on nonprofits and technology who is a visiting scholar at the David and Lucile Packard Foundation.

Despite a publicity blitz that accompanied Jumo’s public debut last fall, the site has struggled to distinguish itself.

Would-be users had trouble accessing it initially, and critics complained about Jumo’s plan to retain a payment of 15 percent of every donation made through its site unless users directed otherwise. Nonprofits were surprised to find themselves featured on the site associated with content they had not vetted, but when Jumo addressed that concern, it left little difference between what it offered and the Facebook pages the groups maintain themselves.

“It became a kind of passive and arbitrary signpost sort of platform, so partnering with GOOD, which has amazing and reliable content, is probably the best thing that could happen to it,” said Amy Sample Ward, a nonprofit technology expert who used her blog to critique Jumo at its inception.

She said the deal would allow nonprofit groups to align themselves with that content, which will help attract people who want to take action and support work in those areas. “You might see, say, an informative graphic about infant mortality around the world together with content about all of the issues around the topic and links to organizations working to address the problem that you can support with action or financially,” she said. “That can be powerful.”

Chris Hughes, Jumo’s founder, said the site had gained some traction, with more than one million users connected, on average, to 12 nonprofit groups and causes. “We’ve had a really successful start,” said Mr. Hughes, who helped start Facebook and was chief digital organizer of the Obama 2008 campaign.

Jumo will drop its name and become tied to a growing audience that includes GOOD’s online magazine with an estimated three million unique visitors a month and Good’s nascent advertising and marketing business, GOOD/Corps, which provides revenue to support the publishing business by doing work for companies like Pepsi, Toyota and Starbucks.

“I’ve always felt the real potential of GOOD was to connect people wanting to take action with the organizations and businesses that could help them do that, and Jumo is the connective tissue that will allow and enable that to happen,” said Ben Goldhirsh, who began GOOD with an inheritance left by his father, Bernie Goldhirsh, who founded Inc. magazine.

He declined to disclose the deal’s terms, which must be approved by the New York attorney general.

“The money paid to Jumo for its assets will have to continue to be dedicated to charitable purposes,” said Daniel L. Kurtz, a lawyer who formerly ran the division of the attorney general’s office that oversees nonprofit groups. “The trick will be in appraising Jumo and making sure the charity gets a fair deal, which is what the attorney general will have to determine.”

The deal also raises issues for foundations. Jumo was seeded by $3.5 million in grants from the Ford Foundation, the Omidyar Network and the John S. and James L. Knight Foundation.

Thus, a profit-making group is benefiting from investments made with tax-exempt philanthropic dollars rather than venture capital, but Knight welcomed the deal. In an interview, Alberto Ibargüen, its chief, said it married good content with good technology and demonstrated a nimbleness not normally seen in the nonprofit world. “This deal will help Jumo to do what we originally gave it money to do better,” he said.

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