For over a decade, the Happy Honda Days event has fueled the auto maker’s end-of-the-year sales push. With the media landscape changing, revving up awareness for their 2015 event meant bringing it to the mobile channels where people spend their time. @Honda wasn’t simply interested in advertising on mobile — they were committed to finding a place where people could experience and take part in the Happy Honda Days celebration.
@Honda kicked off the event by hosting an Instant Win sweepstakes on Twitter. To enter, fans simply had to Retweet an #OpenTheCheer message from @Honda. The Retweets required minimal effort, and each new contestant who entered accelerated the spread of the campaign. The prizes did the rest of the work. Daily winners were given $20 Amazon gift cards or Apple Watches, and one grand prize winner took home a brand new Honda Accord.
To share the love beyond the 330 lucky winners, @Honda added a charitable element to their campaign — each Retweet unlocked a $1 donation to the Pediatric Brain Tumor Foundation (@PBTF). #OpenTheCheer was the first Instant Win campaign on Twitter to support a charity, and @Honda reached its goal of $100K raised for @PBTF well before the sales event ended.