Honda – Pintermission
Honda used Pinterest to promote its new CR-V. The campaign – entitled Pintermission – was designed to reflect the vehicle’s “get out and live life” personality.
Pinterest was chosen to target young people potentially on the edge of big milestones such as marriage and children, which are often planned using Pinterest. Honda targeted five influential pinners and challenged them to a #Pintermission ie a 24-hour break from Pinterest to bring something from their boards to life.
To help the pinners complete their chosen activities, Honda provided them with $500 apiece. Honda provided each pinner with an individual board on Honda’s page on which they could upload photos once their Pintermission was complete and also asked the pinners to create their own Pintermission boards, giving Honda exposure to many more followers.
The campaign resulted in more than 4.6 million people being exposed to the #Pintermission boards, which in turn generated more than 5,000 repins and almost 2,000 likes. The #Pintermission hashtag also created hundreds of tweets on Twitter linking to Honda’s Pinterest profile or Pintermission press coverage.