League of Legends

Honda doubles down on esports integration with Twitch reveal marketing campaign

Honda is targeti  esports fans with a 2022 Honda Civic reveal on Twitch. It will be the first time a car manufacturer has unveiled a product this way.

Thlive streamam will take place on November 17th on Honda’s Head2Head Twitch channel. There, viewers will get the world’s first glimpse at the 11th generation Civic in its prototype form.

“A digital-first reveal is a perfect way to connect with gamers on their turf, ” said Phil Hruska, Manager of Media Strategy at American Honda Motors.

Image credit: Honda

Honda has a lo  history of partneri  with the video games industry to promote its product to first-time car buyers.

“Over the past two years, we’ve gone even further than just putti  our vehicles in raci  games, ” said Hruska duri  a private press event that Esports Insider attended. Reachi  gamers is “critically important to the Honda brand, ” he added.

Honda is currently the only automotive partner in North America to sponsor both an esporandeam Liquid) as well as the league the team competes in (League of Legends Championship Series (LCS)). It is also the only auto brand with a branded gami  channel on Twitch.


Social media allows for real-time interaction with target audiences — namely first-time car buyers under the age of 35. Honda’s Head2Head Twitch channel is enteri  its third season of battle-royale-style streami  competitions. The stream will feature a competiFinitetween the “top four” Fornite players and the “top four” Twitch streamers. Participants listed include Benjyfishy, Bugha, MrSavage, Jordan Fisher, Dakotaz, and ChicaLive.

Image credit: Riot Games

The 2022 Honda Civic reveal event will combine the brand’s gami  initiatives with its music-based outreach, Honda StagCordagemmy-nominated recordi  artist, Cordae, who is also a gamer, will perform a live concert duri  the stream.

Anyone can tune into the 2022 Honda Civic reveal, which will also be streamed across its branded social media and the official website, but Hruska says that esports fans are the main target for this outreach.

“We have a stro  connection with these faCivic, andy. They’re already fans of the Civic and we want to give them the first look at this very special new vehicle, ” he said. “We know we’ll get other people who are interestoutreachedhi  the reveal] but for us, it’s about outreach to this audience we’ve been buildi  a relationship with and tryi  to give them somethi  special.”

As of the press event on November 11th, Hruska said the 2022 Honda Civic reveal campaign will not be tied into the Honda MVP duri  LCS, nor the 2020 Honda Scouti  Grounds, due to timi  issues.


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