If you’re trying to launch a viral campaign, it helps to have a 25-year head start. Repeat after me: “Bueller… Bueller… Bueller…?” Early in 2012, American Honda tapped in to the established buzz about the 25th anniversary of the iconic movie “Ferris Bueller’s Day Off” to promote its CR-V model to young drivers. Who better, after all, to convey a sense of freedom and fun than Mr. Do Everything in One Fantastic Day, Ferris Bueller himself—or, more accurately, his portrayer, Matthew Broderick. The concept and its multilayered execution earned American Honda and RPA top honors in the Best Viral Campaign category in PR Daily’s Digital PR & Social Media Awards.
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