Honda cranks up music-based marketing: TV dollars shift to events, YouTube channel

摘要

American Honda is placing a major bet on music as the marketing medium of the future. The Honda Stage initiative it announced last week will channel a "significant" chunk of the automaker's marketing dollars away from TV and into an array of music-related properties in an effort to showcase its vehicles to younger audiences. It involves an assortment of sponsorship and rights deals and will roll out in phases over the next 12 months.