Honda has rolled out a new mobile advertising campaign with Zynga, a provider of social game services, to drive awareness for the 2013 Honda Accord. Through the “It Starts With You” initiative, consumers playing the Zynga games, Words With Friends and Scramble With Friends, can earn in-game currency and game-play tips by finding and submitting Honda-related words.
“Our deep understanding of the customer is what drew us to two of the largest mobile social word and puzzle games, Zynga’s Words With Friends and Scramble With Friends,” said John Watts, Senior Manager of Digital Marketing at American Honda Motor Co., in a press release. “We think there’s good alignment among the fans of these mobile Zynga games and the consumers that will appreciate all the new technologies in the 2013 Accord like our cloud-based HondaLink connected car system.”
Within the first four days of the Words With Friends promotion, which launched on Oct. 6, 2012, Honda-sponsored words — “new,” “tech” and “you” — were submitted more than 220,000 times for game-play tips, according to a Zynga press release.
The Scramble With Friends sponsored words campaign features a Honda-branded game board. The initiative rewards tokens to players who locate the words “Accord,” “luxury,” and “new.” These digital tokens can be used to buy game power-ups, which are special features and capabilities that help players earn more points.
Along with Honda, other major brands including McDonald’s and Nordstrom are utilizing rewards-based advertising from Zynga to better connect with mobilized consumers.