Honda and Community Case Study Background Honda needed to increase brand awareness and positive sentiment as well as activate in-market / in-segment car buyers. We felt we could do this through an organic and authentic partnership with a popular program tied to a cultural moment that would allow us to create additional content and experiences that fans desired across various platforms and touch points over an extended period of time. Before we could do this we had to address the fact that TV viewers are migrating to online destinations to watch digital content. Partnering with Yahoo! and Community was a unique way to connect with digital-savvy consumers around premium programming as fans reconnected with one of their favorite canceled TV programs as it was brought back to life online. We also reached those already there. Integrations, social engagements, fan contests, fan access to show creator and talent, video shorts and events all contributed to giving fans the sense that Honda had empowered them to be a part of and contribute to a highly desired experience. Activation Elements Press Releases Launch Party at SxSW with cast dropped off in Hondas at the red carpet 4 Passive integrations 1x full thematic episode written by show creator Dan Harmon and featuring the entire suite of Honda products 1x fan Tumblr contest to design a shirt for a main character to be worn in a promotional short 1x three minute promotional short featuring main characters in a Honda 4x pivotal fan moment Twitter activations Tumblr Q&A with show creator Dan Harmon Socially distributed blooper reel featuring Honda scenes $1MM in added value promotional media inclusions on Yahoo! Inclusion in Yahoo’s mid year binge watching campaign

Results Purchase Intent – All Viewers 50% said they were more likely to buy a Honda product after watching an episode featuring the brand. Purchase Intent – Millennials 61% lift in purchase intent among Millennials who watched the integration episode Brand Recall 95% for the Honda CR-V 88% for the Honda Fit. Unaided Brand Recall for Full Thematic Episode: 164% lift in unaided brand recall among viewers. Ad Adjacency 49% lift in emotional engagement when viewers watched a Honda video ad alongside the episode with Honda’s branded content Viewers of the brand integration episode were also more likely to say they would take an action, including: 225% more likely to look for more information about Honda 82% more likely to visit the brand’s website 40% more likely to watch Honda’s ads online Measurement entity Rentrak said that the full thematic integrated episode was in the top 10% of all time best performers compared to all measured integrations in its entire data base. People who saw the integration compared to those who did not, saw a significant lift in Honda’s top two KPI’s: 30% lift in seeing the brand as Exciting 37% lift in seeing the brand as Innovative Fan Fun Facts Fans held a spontaneous “thank you Honda” dance party at a Honda dealership near SxSW. The hashtag level7susceptible from our episode trended among fans and cast members organically One recent Honda buyer filled out a post purchase questionnaire and answered only “level7susceptible” as his reason for choosing a Honda. Social Fun Fact Episode seven of Community season six featured a customized hashtag that aligned with the Honda integration, #Level7Susceptible. This hashtag amplified engagement by delivering over 29 million Twitter impressions in its first week, more than any episode except for the season finale. The image most commonly attached to this tweet was a still from the episode: Honda and Community Case Study

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