Honda targets Formula 1 fans with digital campaign

By Marketing Week 22 May 2007 9:36 am

Honda is targeting Formula 1 fans with the latest activity from its Hondamentalism campaign. The car marque has teamed up with Mobile Interactive Group (MIG), Hicklin Slade & Partners and ITV Interactive to provide fans with mobile WAP and websites.

ITV1 viewers will be prompted to visit the sites through sponsorship bumpers for the rest of the season. Users that access the sites can order brochures, book test drives and browse part of the Honda car range.

It will also offer content downloads including ringtones, screensavers and wallpapers. The site forms part of the Hondamentalism activity, which launched earlier this month with a campaign created by Wieden & Kennedy.