Honda was recently given the first-ever Driving Engagement award from the Chicago Automobile Trade Association and Word of Mouth Marketing Association at the Chicago Auto Show for having the best social media campaign of any automaker in 2012.
"We are thrilled and proud that the latest edition in our Honda Loves You Back social media campaign has been recognized. We're so grateful for the love our customers express for their Honda vehicles," said Alicia Jones, manager of Social Media at American Honda Motor Co. "I think it's the simplicity of the campaign's intent – to say thank you and share the conversation with them – that makes it work."
Every automaker that wanted the Driving Engagement award had to submit why they were best suited for the award. Word of Mouth Marketing Association then selected three automotive manufacturers. After all was said and done, Honda came out on top and Nissan and Dodge were the two runners-up.
Nissan submitted its 2013 Nissan Pathfinder Presents: An Improv-tastic Road Trip campaign while Dodge entered its Inspired by You campaign. Honda won with its Honda Loves You Back campaign after surprising the startup band Montsters Calling Home by booking them as a musical guest on Jimmy Kimmel Live, while using social media to to their story and hype up the event.
"We are so impressed with the social business efforts from the auto industry over the last year," said Suzanne Fanning, president of WOMMA. "We saw major brands engaging with Pinterest, great use of video and humor as well partnerships to showcase artists and embrace fans. We are grateful to the Chicago Auto Show for allowing us to help recognize the best campaigns of the year, and we look forward to working with them in the future to further 'drive engagement.'"
Honda also wins big in resale value
A separate report by Kelley Blue Book recently placed a number of Honda vehicles as the most likely cars in their segment to retain their value after five years of ownership. According to KBBâ€‹, a vehicle is expected to retain only 38.2 percent of its original value after five years, as depreciation is the primary expense of owning a car.
The Honda Fit won the subcompact category, the Civic won the compact , the Civic Si won the sporty compact and the Accord won the mid-size.