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Honda's Nostalgic Brand Mission: #SaveTheDriveIn

I am an absolute fan of using nostalgia to connect traditional values with modern brands, whenever appropriate. With its new "Save the Drive In" campaign Honda is doing precisely that --and it's definitely worth taking a look.

Project Drive-in aims to "preserve this iconic part of American car culture." Honda is "taking the first step by starting a drive-in fund and donating 5 digital projectors" and your vote decides where they go.  Honda's website for the project (www.projectdrivein.com) explains that "in less than 3 months, the majority of American drive-in theaters will face closure with the movie industry’s switch from film to digital" and that the challenge for drive-ins is that "upgrading to digital projection costs roughly $80,000."

Not feeling nostalgic yet? Wait until you see the campaign video:

By standing up for Drive-ins, Honda is associating with traditional American values, aligning its brand with strong themes such as:

- The importance of family

- Community-building

- Small business empowerment

- The essence of car culture

- Sense of belonging

- Honoring history

 

Let them know you are in by using #SavetheDriveIn visiting http://projectdrivein.com or donating at http://www.indiegogo.com/projects/project-drive-in-save-the-drive-in-fund

I hope you enjoyed this post! If you have any questions feel free to email me at laurabusche@gmail.com, comment right here, tweet @leanbranding or leave a comment on our wall at www.facebook.com/leanbranding.

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