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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