1. Alicia Jones, Manager Social Media Marketing
American Honda Motor Co., Inc.

2. Drive-in movie theaters are apart of our culture

3. But they’re in danger of disappearing…

4. Conversion from film to digital costs $80,000+

5. Drive-in theaters have local support…

6. And are trying to save themselves

7. Honda’s Mission: Save the Drive-In
Honda raised awareness of this problem and helped
spark a movement.
The goal was to save as many as possible,
starting with five.
Honda donated digital projectors and America
decided which ones got help by voting online.
Who better to save the drive-in than a car company?
And what better car company than Honda?

8. Huge Social Potential
News angle: Dec. 31, 2013 digital
conversion deadline
Activate hundreds of theaters across
the U.S.
Passionate community
Nostalgia
Iconic piece of Americana and car culture

10. Projectdrivein.com #Savethedrivein
3.6 Million Visits
2.6 Million Votes
$55,865
Contributions
44k Pledges
300k Shares

11. Posters
Flyers
Buttons
Digital assets
Email Templates
PR help
Tips/Instructions/Checkli
sts
Drive-In Toolkit

12. Live Twitter & Vine Auction
One-day live Twitter Vine
auction on Thursday,
September 12
To participate in the
auction, bidders tweeted
the title of the item, bid
price and hashtag
#DriveInAuction
8 Auction items

14. PR Efforts
Utilized a National and
Local PR strategy
Helped drive-ins reach
out to local PR

15. Experiential & CRM Support
Helped Dealers host
pop-up drive-ins to
support the campaign
Activated Honda’s
CRM database through
emails

17. Success!
2.6+ million votes
378k social shares
183 million social impressions
682 million earned media
impressions
3.55% Engagement rate
22% fan/follower growth
27 drive-ins saved… so far

18. Buzz & Influencer Mentions
35,230 mentions
92% favorable campaign
sentiment
Number of influential
celebrities and media joined
in to help #SaveTheDriveIn

19. Storytelling Approach
Stay True to your Brand
Leverage an Existing,
Motivated Audience
Build and Sustain Buzz
throughout Campaign
What We Learned

20. Thank You