To launch the all-new 2013 Accord, Honda sought to create early media buzz in key markets by putting the product in the hands of buyers and aligning the brand with a fun, wildly popular entertainment personality to propel an ongoing promotional campaign. Honda enlisted GPJ, along with support from Project: WorldWide sister agencies Spinifex and G7 Entertainment Marketing, to create the first-ever Honda Accord Cash Car campaign, a multi-city US tour that launched in NYC Times Square in early October 2012.

Within a special Honda branded pavilion, a variety of 2013 Accords were on display for all to see, each of which contained multiple feature cards with unique SMS short codes, enabling participants to “play” for a chance to join Cash Cab host Ben Bailey on stage. The questions centered around a host of new technology and features that define the new Accord, both educating and entertaining potential customers. Then, against a backdrop of LED screens and in front of many thousands of spectators and media, selected winners joined Bailey for a Honda-inspired quiz game and were given the opportunity to win cash. At the same time, attendees were encouraged to sign up for a national sweepstakes to win an All-new 2013 Honda Accord via tablet and web.

In all hundreds of attendees participated in the experience, thousands took part in the sweepstakes and coverage from the media and social platforms extended the buzz about the unconventional launch. Future stops on the 2012 tour include similar activations in Chicago, Phoenix and Los Angeles.