Study Break Tour


In 2011 Honda needed a platform to reach college-age buyers with a relevant message, as well as educate them about key features on the new Civic and generate leads and social media buzz. So GPJ created the Honda Civic Study Break Tour to provide a much-needed study break to college students (potential customers) during finals week while also introducing them to the new Civic.

Marketed solely on Facebook and through street teams at six Pac 10 schools over several weeks, students took part in an SMS scavenger hunt designed to teach them about the Civic and to sign them up for a sweepstakes to win a 2012 Civic Si Coupe. The tour made stops at Arizona State University; University of Arizona; University of California, Berkeley; University of California, Los Angeles; University of Southern California; and Stanford University for one day each.

At the live events, students had the opportunity to explore six Civic models and receive the free lunch by texting special codes found on the vehicles. Local bloggers and student volunteers helped the brand pre-promote the study breaks.

In the end, the Study Break Tour generated thousands of hands-on vehicle impressions, tens of thousands of targeted media impressions and close to two million social media impressions. Honda also gathered hundreds of leads through SMS marketing, continuing to use that channel to drive deeper engagement.