- Honda is now the first-ever, exclusive automotive partner of Twitch Rivals, the streaming platform’s tournament series, per a press release.
- Central to the trouble is “Chat’s Civic Mods,” an interactive segment that will probably be featured in multiple episodes of the series starting July 18 during which users will have the opportunity to digitally customize a 2025 Civic hybrid sedan through chat polls.
- The resulting crowdsourced Civic will debut at TwitchCon 2024 and will probably be given away to a member of the platform’s gaming community. The automaker was a first-mover in gaming and esports and continues to interact with “GenZennial” consumers within the space.
Honda is expanding its long-running relationship with Amazon-owned Twitch because it looks to further integrate its brand into gaming and esports. Such efforts have allowed the automaker engage with what it calls “GenZennial gaming fans,” helping the Civic to grow to be the preferred vehicle with Gen Z buyers, first-time latest automobile buyers and multicultural customers, per a Strategic Vision study cited by the brand.
“This partnership will enable Honda to support creators and connect with the passionate Twitch Rivals community to deliver memorable and personalized moments,” said Lou Garate, head of properties at Amazon Ads, within the press release. “The partnership also positions Honda to succeed in the hundreds of thousands of people that come together on Twitch to attach, engage and create live entertainment experiences together.”
Beyond its branded channels, including the lifestyle-focused DreamLab, the partnership will allow Honda to succeed in gamers and esports fans throughout episodes of Twitch Rivals with the “Chat’s Civic Mods” segment. Users will have the opportunity to customize a latest Civic that can debut and be given away at TwitchCon in San Diego on Sept. 20-22, bringing the URL experience to an IRL space.
The partnership gives Honda its latest “first” in Twitch marketing. The automaker debuted the first-ever auto-branded gaming channel on the service in 2019 and has since debuted a vehicle and launched a totally immersive virtual world in Fortnite on Twitch called Hondaverse.
The sponsorship of Twitch Rivals is an element of a bigger campaign across the 2025 Civic hybrid that can run via 15-second ads on YouTube, Reddit and other platforms. Agencies RPA, Quantasy and ORCI worked on the campaign, per details from the brand.
Read the total article here
