A student-run marketing agency at the University of New Mexico Anderson School of Management has developed an innovative, high-tech marketing campaign to promote the high-tech 2012 Honda Civic Coupe at their school and within the campus community. The campaign is designed to increase awareness of and purchase consideration for the Civic Coupe, while positioning Honda as a cutting-edge, cool brand.
As part of the campaign, the agency will host a two-day "Me and My Civic" event on the UNM campus, April 11-12. The event aims to connect with students in a fun and engaging manner by providing them with the opportunity to explore the Civic Coupe's new technology and personalization features, such as the Intelligent Multi-Information Display (i-MID), Honda Satellite-Linked Navigation™, and Eco Assist™.
In addition to enjoying music, food, and games, attendees will get an exclusive opportunity to use cutting-edge, interactive technology to design a digital advertisement featuring a personalized Civic Coupe. A select number of these user-generated ads will later be featured in a local digital billboard campaign for the vehicle.
The "Me and My Civic" event kicks off on Wednesday, April 11 at Cornell Mall and concludes Thursday, April 12 at the Student Union Building. Scheduled hours are 9 a.m. to 3 p.m., both days. The event will be free and is open to all members of the campus community.
The campaign is part of the Honda Civic Coupe Marketing Competition, a program designed to give students a unique, real-world business experience by asking them to develop and implement an integrated marketing communications plan.
"With this campaign, our class is using the latest advancements in interactive digital media to change how people consume advertising," said student David Jarry. "Organic advertising, where consumers generate their own content, is the way of the future. We are excited to have the opportunity to gain valuable experience in this emerging area of marketing."
The 20 schools across the country participating in the Honda Civic Coupe Marketing Competition are competing against one another for the opportunity to present their ideas to Honda executives at the end of the semester.
For further additional information regarding the Honda Civic Coupe Marketing Competition, contact Danielle Silva at (505) 977-1059 or firstname.lastname@example.org.