The social-media driven project will include the creation of a crowd-sourced film featuring real people’s extraordinary journeys. It is being created by Grey London and co-produced with 90:10 Group, Fitch Live and Wildfire.
Users will be able to submit entries on the Live Every Litre website, outlining the type of journey, challenge or drive they wish to make. Once applications have been submitted, potential film stars can promote their journey online via social media channels of their choice and will be able to download widgets from the Live Every Litre website to publicise their journey to friends, family, colleagues and the wider community.
All potential journeys will be featured online where the public can rate the stories they would most like to see included in the film. An independent panel of bloggers, invited from across Europe will then help to choose the cast based on the community’s favourite and most highly rated applications.
Laura Price, spokesperson for Honda Motor Europe, says: “Live Every Litre is going to give those who consume media online the chance to do something unique and different. We hope to give people the opportunity to fulfil long held ambitions and experience something they can’t in everyday life. A large portion of this campaign will be ‘crowd sourced’, with participants and the online community moulding the final outcome, and that is what makes it such an exciting project.”
Chris Hirst, CEO at Grey London, adds: “This is a unique and innovative launch that reflects how people make brand decisions today. Someday all brands will behave this way.”
Applications can be uploaded from today until 15 March 2010. Fans of Live Every Litre will be able to watch the adventures unfold for the duration of the project via the website.