What’s one way to get across to the youths? Use their media channels to show off our latest and greatest product—at least, that’s what Honda seems to be planning.
Starting at 5 p.m. Pacific (8 p.m. Eastern), on November 17, Honda will reveal the prototype for the 11th-generation Honda Civic over on the car maker’s Twitch channel, Head2Head.
For those wondering why Honda keeps twitching, let us explain: Twitch is a live video streaming service that allows content creators to interact with and receive tips (in the form of an in-app currency called "Bits," which viewers can buy with their own money) from fans. Although mostly used by individuals to stream live playthroughs of popular video games, broadcasts that feature other content like art or music can also be found.
By debuting the Civic prototype over on Twitch, Honda will be able to claim the “first-ever live global debut of a vehicle on a Twitch branded gaming channel.” As well, Honda has recruited Grammy-nominated recording artist Cordae to give a live performance during the reveal.
As unusual as it may seem to reveal your new prototype exclusively on a video gaming-heavy live streaming service, Honda does note that Twitch, on average, has a daily visitorship of approximately 17.5 million people–many of them Millennials and Gen Z-ers that could be in line to buy the 11-generation Civic when it hits showrooms in 2021.
Read the full press release below:
Honda is giving gaming and automotive enthusiasts a first glimpse of what's in store for America's best-selling car1 with the world debut of the all-new 11th-generation Civic, in prototype form, Tuesday, Nov. 17 live on Honda's Head2Head Twitch channel. This special edition episode of Honda Head2Head on Twitch will begin live at 5 p.m. PST, with the Civic reveal set to start at 6:45 p.m. PST. The reveal also will feature an exclusive live performance by Grammy-nominated ART@WAR/Atlantic Records recording artist, Cordae.
Honda's iconic Civic, the No. 1 vehicle for young, first-time and multicultural consumers2, will undergo a full redesign that once again raises the bar for style, performance, safety and advanced technology in the compact car market. A teaser image and video released today give viewers a glimpse of the all-new Honda Civic through a geometric looking glass, which will all take shape to fully reveal the new Civic on Nov. 17.
Since it was first introduced in America in 1973, Civic has brought nearly 12 million U.S. customers into the Honda family. The all-new Civic Sedan will launch in late Spring 2021 as a 2022 model-year vehicle.
Honda and Esports
Honda has a significant presence in gaming and esports, as the exclusive automotive partner of Team Liquid and the Riot Games League of Legends Championship Series. In addition, Honda's gaming strategy includes a partnership with Twitch, where the Honda Head2Head gaming channel, now in its third season, is the exclusive auto-branded channel on the platform.
With Twitch's average daily visitors reaching 17.5 million, Honda aims to grab the attention of the audience behind the explosive growth of esports. These deeply enthusiastic fans share a similar passion for Civic, making the nameplate America's most popular among all vehicles with Millennial, Gen Z and multicultural consumers3. Honda's integration of the all-new Civic on its Head2Head Twitch channel one-ups the brand's commitment in the gaming space.
The Civic reveal on Honda's Head2Head Twitch channel will be hosted by Rachel Seltzer and MonsterDface. The hosts will be joined by eight participants: Four top Fortnite players and four top Twitch streamers, including Benjyfishy, SypherPK, Jordan Fisher, Dakotaz, and more. The two teams will battle it out in Fortnite, the world's most popular battle royale game, ranking second on Twitch's most streamed games. Honda also will have presence on endemic gaming communities, including Twitter and Reddit, to support the reveal of the new Civic.
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