Honda to Use Twitch in New Campaign

The new 2022 Honda Civic was revealed through a Twitch campaign on November 17th, 2020. The livestream allowed viewers to see the prototype of the new Civic, while livestreaming on a platform popular for esports. No other car manufacturer has ever used Twitch as part of their campaign.

Honda’s Manager of Media Strategy, PHil Hruska, stated that the goal of the digital reveal was to “connect with gamers on their turf.” The main target for the Twitch campaign was esports fans, but marketing to these individuals is nothing new for honda. In fact, Honda has already integrated itself, as a brand, with the gaming industry.

The key audience in the Twitch stream is esports players under the age of 35, which is an age group targeted by brands as first-time car buyers. The Head2Head Twitch channel, run by Honda, is a unique way to intereact with the target audience in an engaging way. For example, attendees had the opportunity to learn about the Honda Civic while watching a competition between streamers Bugha, MrSavage, Dakotaz, among others.

Additionally, Honda already sponsors Team Liquid as well as the League of Legends Championship Series. Their building of relationships in the esports industry is aimed at increasing brand loyalty, and strengthening their connections with esports fans.