social / aRT DIRECTION
To announce Honda's presence on Pinterest, the brand launched a Pinterest campaign targeting those who are spending a little too much time online, encouraging them to take a break to get out and play in the real world. Part of the CR-V's "Leap List" push, which encourages people to get out and live life to its fullest, the #Pintermission effort asks them to take a break from pinning for 24 hours. Honda gave some of the most active Pinterest users $500 to take a 24-hour #Pintermission to actually make, see or do the things they've been pinning about. Selected pinners received invites via an @mention. Those who accept will get $500 and then, will have to do a 180, get back online and re-pin pictures from their break to their own boards on Honda's Pinterest page.
The $2,500 campaign yielded:
16 million media impressions
4.6 million views of the #Pintermission boards
A trending Twitter hashtag, #Pintermission