Home-page takeovers on MSN, Yahoo! and First Watch on YouTube will run the week of Jan. 13.
“This new Civic campaign connects with a new generation of buyers by prompting them to focus on the positive and consider what they love about today,” said Mike Accavitti, senior vice president of auto operations at American Honda Motor Co., Inc.
“The Civic campaign also introduces a crew of fun pop cultural references that will pique Gen Y’s attention across media they frequent.”
The Civic TV spots are set to an original score and lyrics leveraging the “One More Thing to Love about Today” theme.
To complement the Civic spots, several media placements will deliver a youthful, mobile and socially focused marketing plan, including sole sponsorship of a first-to-market digital scrapbook on the streaming music service Spotify.
Visitors will be able to create a unique, social media and music mash-up by connecting their activity on various social platforms and set the scrapbook to music they were listening to at different times in their lives.
Engaging mobile placements are part of the overall campaign within new and popular mobile games like MoviePop and Scramble with Friends. A similar themed print campaign also will run in auto-enthusiast publications.
A full TV schedule across primetime, late night, cable and Spanish-language TV will also run in January and February.