To bring attention to Honda's unique corporate culture rooted in racing and the manufacturer's affiliation with the Verizon IndyCar Series, the brand is promoting its popular "Fastest Seat in Sports" sweepstakes with a video launching today starring world-renowned driver Mario Andretti. The famed driver acts as the authority figure on speed and issues "slow citations" to unsuspecting people in Chicago.
The "Fastest Seat in Sports" sweepstakes gives racing enthusiasts the opportunity to start an IndyCar Series race in the Honda 2-seater driven by Andretti. Participants can win a trip to one of 10 races, including the Pocono INDYCAR 500, the Honda Indy 200 at Mid-Ohio and the Grand Prix of Sonoma.
"Honda is leveraging one of the most exciting opportunities in all of sports fandom—the opportunity to win a ride in the Honda two-seat Indy Car driven by Andretti—to broaden awareness of this incredible sweepstakes," said Susie Rossick, Senior Manager at American Honda Motor Co., Inc. "This humorous video and social effort give us the opportunity to bring attention to Honda's racing spirit and the advanced technology and performance found in all of our Honda vehicles."
"Honda Speed Patrol" follows a four-person Honda Speed Patrol squad dressed in official branded uniforms as they are approaching unwary people in high-traffic Chicago locations to put an end to everyday slowness. Each video captures their candid, hilarious reactions to this hidden-camera stunt. The video end card prompts viewers to enter the "Fastest Seat in Sports" sweepstakes. Three additional "slow citation" videos will launch through Aug. 6, the close of the sweepstakes. The promotion also includes unique social media engagement where Honda will give "slow citations" to brands of products or services that are notoriously slow via @Honda on Twitter today using the hashtag #FastestSeat.
The campaign also features a returning TV spot, "Perspectives," with Andretti in the IndyCar Series 2-seater. The spot will air through August. The campaign also includes web banners, radio and POP. The "slow citation" videos will reside on Honda's YouTube channel and will be supported by placements on YouTube, Facebook, AdColony and ShareThis.
Honda offers a complete lineup of cars and trucks through a network of more than 1,000 dealerships in the United States. In 2013, Honda marked 40 years of the Civic model, with more than 30 years of producing automobiles in the region, which began with the Accord in Marysville, Ohio, in November 1982. Having produced more than 25 million vehicles in North America, including 20 million in the United States through 2014 using domestic and globally sourced parts, Honda currently operates 15 major manufacturing facilities in North America, producing a wide range of Honda automobiles, all-terrain vehicles, power equipment products, engines and transmissions.