Honda gives top Pinterest users $500 to stop pinning

The automaker’s approach to Pinterest appears counterintuitive: asking people to stop pinning for a day. But there’s a method to that madness.

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“We’re asking these folks to just take a day break,” says Lauren Ebner, assistant manager of social media at American Honda Motor Co. “But at the same time, come back to Pinterest and pin photos of what you’ve done.”

The Pintermission promotion has done a ton to clue people in to the automaker’s nascent presence on one of the fastest-growing social media sites on the Web.

A different approach

Honda took notice of Pinterest a few months back when its social media team noticed that it was sort of already there, even without an official presence.

“We happened to notice when we did a search for Honda, a lot of people had already pinned photos of our vehicles,” Ebner says. “We just sort of identified it as a place where Honda fans already were.”

Along with its agency, Rubin Postaer and Associates, Honda’s team began thinking of ways to connect with the brand’s fanbase using the visual medium of Pinterest. Honda is only one of a handful of automotive companies making use of the site, and the team knew that the usual techniques of connecting with car aficionados probably wouldn’t work.

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