Honda has launched “The Super Civic Quest,” an online interactive quest, with 30 unique clues and seven unique pieces of custom content launches on the Honda Civic Facebook page. Players are uniquely rewarded for their clue-solving with Facebook® Credits and Amazon MP3 music downloads. While taking part in the quest, players will get a look at the five new Civic vehicles, unlock badges, compete against friends and be able to enter for a chance to win two Honda Civics-one for them and one for their best Facebook friend. Facebook Credits rewards will be fulfilled by Wildfire, a leading provider of social media marketing software. The quest leverages the five characters from the Civic campaign and centers around Cesar, the champion luchador. A video on the Honda Civic Facebook page and Honda YouTube channel tells how Cesar lost his Civic somewhere in the “interwebs” and needs help finding it. Players are then prompted to start the quest by accessing the app on the Honda Civic Facebook page.
Click on the image below to play the Super Quest promotion video in YouTube (HD)
This custom-built game, produced with the help of Hooky Interactive, exposes players to a variety of original content, including an augmented reality game, gigapixel photo, a QR code and a video mosaic puzzle. Clues will also lead players to websites such as Amazon, FailBlog, Flickr, Foodily, Foursquare, I Can Has Cheezburger, MyFonts, NOTCOT, Pandora, Threadless, Twitter, Yelp and YouTube.
A few clue examples:
- Using the Shazam smartphone app, players will “shazam” each of Cesar’s videos on his Honda YouTube channel playlist to find the next clue. (Alternate non-smartphone dependent clues are also available.)
- On someecards, players will look through custom, Civic character-themed cards to locate the next clue.
- On a custom-built parody of a Russian Civic website, players will translate the copy to reveal the next clue.
The multiplatform campaign features Aiko, the ninja; Cesar, the luchador; Jack, the urban woodsman; Mitch, the zombie and Teeny, the monster and is composed of five TV spots (“Apartment,” “Woodsman,” “Zombie,” “Ninja,” “Monster”), print placements, out-of-home, home-page takeovers and display advertising.
The Super Civic Quest campaign was developed at RPA by chief creative officer David Smith, executive creative director Joe Baratelli, group creative director Jason Sperling, creative directors Nathan Crow and Adam Lowrey, associate creative director/art director Jamin Duncan, senor copywriter Sarah May Bates, program director Stuart Feinstein, project manager Leslie Raymond, user experience director Pramit Nairi, interactive marketing director Mike Margolin, social media relationship manager San Tong. The site was developed at Hooky Interactive.
The “Digital Tornado” ad was developed at RPA, chief creative officer David Smith, executive creative director Joe Baratelli, group creative director Jason Sperling, creative director Nathan Crow and Adam Lowrey, creative director/art director Jamin Duncan, senior copywriter Sarah May Bates, and executive producer content Gary Paticoff.
Filming was shot by director/editor Timothy Kendall via Drive Thru, with executive producer Mark Setterholm, line producer Peter Keenan, director of photography Florian Stadler, editor Timothy Kendal. Visual effects were produced at Pepper Films by colorist Florian Stadler, VFX supervisor Nick Bates and VFX producer Carolyn Bates. Music was composed and arranged by Jeremy Simon.