TORRANCE, CA: Honda is using music and social media in an attempt to capture the Gen Y customer in a new campaign centered on the launch last month of its redesigned Civic.
“Our goal is to reach out to fans of the Civic and introduce it to a younger demographic,” said Jessica Fini, a spokeswoman for the campaign called The Sounds of Civic, which includes a songwriting competition.
The campaign is using Twitter and blogs, including tweets by musician Pete Wentz, a former ...