American Honda Motor Co. and Cartoon Network team for a video contest pegged to the cable network’s cult programming block, Adult Swim.
The video contest supports the launch of Honda’s 2006 Civic, targeting young adults who like Adult Swim’s offbeat cartoons. Entrants submit an animated short film (up to five minutes) at Adultswim.com between Oct. 3 and Nov. 27. Adult Swim animators serve as judges; one winner will run on AdultSwim.com and on Adult Swim VOD.
A 30-second spot drives viewers to the contest site, showcasing the writers and producers at production studio Williams Street, where most of Adult Swim’s shows are developed. The campaign reinforces Civic’s ad tagline “Civic: It will reverse your thinking.” Honda’s ad agency RPA, Santa Monica, CA, handles the promo with Cartoon Network.
“With Adult Swim’s overwhelming dominance in the television marketplace among hip, young adults 18-34, we knew it offered direct communication to our target audience,” said Honda’s senior manager of national advertising Tom Peyton in a statement. “Adult Swim and Honda Civic share a distinct marketing sensibility, so this first-time partnership is a natural fit for both our brands.”
Adult Swim currently ranks No. 1 with adults 18-34 and 18-24 for ad-supported basic cable, per Atlanta-based Cartoon Network, owned by Turner Broadcasting System.
At the same time, Torrance, CA-based Honda has signed to sponsor Turner’s new broadband entertainment network GameTap, which combines videogames and original programming online. Civic will sponsor GameTap’s leaderboard bulletin boards and “Info Fairy” game tips sections, and be integrated elsewhere on the site.
Meanwhile, Honda is 11 days into its six-city Civic Live! tour, hosting concerts, “guest drives” and a sweeps awarding $25,000 towards a 2006 Civic. (Consumers can enter on-site or online, through March 15.) An “activity village” hosts games and exhibits from tour sponsors XM Satellite Radio, Royal Elastics, Spin, Vibe, Super Street, Import Tuner and Circuit City.
The tour runs Sept. 17 through Oct. 30 with stops in New York, Chicago, Miami, Los Angeles, San Francisco and Washington DC via event marketing agency George P. Johnson Co., Auburn Hills, MI.