Honda Stage Launched as Massive Music Platform

By | June 11, 2014
Every automaker is looking to appeal to an upcoming generation of buyers, but perhaps Honda is taking the boldest step with a new multi-million dollar music campaign launched today. Through its new Honda Stage platform, the automaker will host 200 live events a year and post hundreds of videos on its new exclusive YouTube music channel. Instead of spending money on traditional cable advertising, Honda is focusing its marketing budget on where young people search and consume music. By producing hundreds of music festivals and posting the events online, Honda has created a way to interact with young audiences. The Honda Stage YouTube channel will feature original content from Honda, including live concerts, news, interviews, and unplugged performances from artists. Buyers will also be able to stream the videos through the Honda Stage in-vehicle app. "Breaking through the clutter and reaching younger buyers through traditional advertising is proving more and more difficult in this always-on, digital generation," said Tom Peyton, assistant vice president of Advertising and Marketing for American Honda. "With an expected reach of billions of music fans, the Honda Stage program will reach potential customers far beyond traditional TV advertising."
According to IHS Automotive, the average age of a Honda buyer in the U.S. was just over 52 years old during the first four months of this year. And while this age has been creeping up slowly, Toyota, Chevrolet, and Ford have an even older customer base. The Civic and Accord are also the best-selling and second-best selling cars among buyers under 35 years old. The launch of Honda Stage is Honda's biggest investment in music ever, but the company already has a solid foothold in the industry. Since 2009, it has partnered with music festivals across the U.S. including Lollapalooza, Austin City Limits, and The Governors Ball in New York. And for 12 years, the automaker has hosted its very own Civic Tour featuring key artists in cities all around the country, attracting a total of 3.5 million people so far. This year, Honda has three headlining bands: Grouplove and Portugal. The Man, followed by American Authors and 3BallMTY. The tour kicks off in August, but tickets are available starting June 20. As usual, the artists will present their own custom-designed Civic models to lucky fans. Source: Honda