Honda Clears 2013 Models at Corner of Twitter and Vine to Make Way for CR-V

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Honda is turning again to new media to help clear out old vehicles this summer. Meanwhile, the hard-charging brand hopes to add to its forward momentum by launching the 2014 version of its best-selling SUV, the CR-V.

In July, Honda jolted its annual Summer Clearance Sales Event with a social media campaign that featured the brand directly engaging with Twitter users utilizing real-time Vine videos around the theme #wantnewcar. It got more than 100 million impressions and nearly 10,000 #wantnewcar mentions.[more]

But Honda dealers still have some ’13s on their lots. So this time, Honda is responding to tweets with the #HondaLove hashtag with real-time Vine videos encouraging Honda owners to share their personal stories of “Honda love.” There’s also a homepage takeover for the campaign on USAToday.com.

“We’ve got a few more surprises up our sleeves to show appreciation for our Twitter fans and Honda owners,” said Susie Rossick, senior manager at American Honda, in a press release. Honda actually began social media efforts under this campaign more than two years ago when it began connecting with fans and owners in surprising ways, such as paying for Honda owners’ parking and celebrating one million miles driven in a single Honda with a special owner.

Nevertheless, Honda also has to pivot into the 2014 model year, and that looks pretty good, too. The brand notched the biggest year-to-year increase in July sales of any major brand in the US, by about 20 percent. And that was even before it launched the new 2014 version of its best-selling non-car vehicle, the CR-V, today.

The 2013 version of the nameplate performed reliably, notching a 3 percent sales increase for the year to date as CR-V occupies the sweet spot of the US market these days: It’s a small SUV that provides good fuel economy and ample room. It’s also sold in about 160 other countries.

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