Making minivans cool?

Share this content:
Honda has teamed up with Disney's High School Musical 3 (HSM3 for those in the know) for an exclusive marketing partnership, with a particular emphasis on the Odyssey minivan.

The partnership, in some ways, fits: As with any good high school dramedy, the super-popular, beloved-to-the-point-of-worship character (HSM) is taking under its wing a slightly-bedraggled character, much in need of a makeover and some new lip gloss (that would be the minivan -- not noted for its social cache in high school circles). If this partnership were made into a teen movie, the end result would be the Odyssey becoming totally hip for a brief period of time, falling from grace, but then, eventually, becoming accepted for its inner beauty.

Not bad, but will that really happen?

The biggest problem I see with this campaign is the target demographic. HSM may star high school seniors who drive, but the kids who actually watch the show skew younger - topping out at around the age of 14. Two years is an awfully long time to save up for a minivan.

Tom Peyton, senior advertising manager at American Honda Motor explained in an interview with MediaPost that the car company was trying to target families, not kids. That makes sense, but how many parents will actually watch this movie? Its squeaky-cleanness is renowned -- there's no real need for adult chaperones in a tale of teamwork, uplifting song and puppy love. HSM's release in theatres (as opposed to the TV broadcasts of the first two) may help drive some parental views, but any self-respecting 11-year-old is going to make mom and dad drop them off at the theatre and return to pick them up later, leaving only the parents of the youngest viewers as guaranteed eyeballs.

Given the rampant popularity of the series, maybe these inroads to the family purchase-makers are enough, and kids all over the nation will soon be proud to travel to school in the family minivan.

DMNotes is DMN's around-the-clock blog. Yes, a blog in 2016.

Bookmark this section and follow our RSS Feed here

close

Next Article in Marketing Strategy

Sign up to our newsletters

Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above