Honda Australia leverages LinkedIn to promote its all-new accord + build an A-Team via LinkedIn, ZenithOptimedia and Leo Burnett Melbourne

Honda Australia has launched the “A-Team“, an online campaign leveraging LinkedIn contacts to build an A-Team to promote the all-new Accord.

The concept was developed by LinkedIn and ZenithOptimedia, with creative guidance from Leo Burnett Melbourne. LinkedIn was responsible for the production of the API.

Says Kevin Lillie, Honda Australia senior manager marketing: “We chose the LinkedIn platform and use of their Application Programming Interface (API) to target an audience of mid-tier affluent professionals and engage them in a more personalised and creative way.

“We are particularly pleased with the way professionals can engage with the Accord’s features and select connections that best fit a particular position on their team.”

Members select the position that best describes them and then choose from their professional contacts on LinkedIn to fill the remaining four positions on their team, creating the strongest, most impressive A-Team.

Each position on the team has a different point criteria to guide the member when choosing their A-Team. The goal is to score the highest number of points by choosing an A-Team most aligned with the positions. The winner will receive AUD$3000 worth of business technology products.

Says Matt Tindale, director, marketing solutions in Australia and New Zealand for LinkedIn: “We’ve really enjoyed working with Honda and ZenithOptimedia to develop a concept that would allow for social sharing with their target audience. The Honda Accord A-Team campaign is another great example of a brand using LinkedIn to come up with a more creative approach to reach and engage their target audience. This is the first automotive campaign in Australia to use the LinkedIn API.”