1. 2012 Honda Civic Video Launch Campaign
Campaign Overview
Honda Civic “Heritage” Viral Video Press Release
Audience-Specific Story Leads
Band & Agency Biographies
“Tell Your Story” Facebook Contest
Social Media Posts/Tags
June 2011
Washington D.C. | Tier10 Marketing

2. OVERVIEW
2012 Honda Civic Viral Video Campaign
Video: http://bit.ly/2012hondacivicvideos
Web: http://www.2012hondacivicinfo.com
YouTube: http://www.youtube.com/2012HondaCivic
Facebook: http://www.facebook.com/newcivic
Twitter: http://www.twitter.com/newhondacivic
The launch of the 2012 Generation 9 Honda Civic is the largest and the most important new vehicle launch in the
history of American Honda. Tier10 Marketing has developed an integrated video marketing campaign for the launch
to include:
A high-definition video weaving the first eight generations of the Honda Civic with a cross-section of Honda Civic
owners of varying ages and nationalities.
An interactive Facebook contest designed to drive user interaction.
Relevant SEO and SEM strategies to guide and control the “virality” of given campaign.
The goal of the campaign is multi-faceted. Brands need “Likes” on their Facebook pages for them to be effective
and relevant. Studies have shown video to be the leading piece of content that attracts and engages users in a social
media environment. This campaign leverages the power of online video to build views and aggregate page “Likes.”
Brands also need to be human. In this era of high-technology, even brands as ubiquitous as the Honda Civic need
to do all that is possible to reinforce that they are relatable and accessible. Invoking emotion and pathos into video
content is not a new idea; bringing it to the masses in a scalable, viral campaign is. This video was authored with
these attributes in mind, making the “message” just subjective enough for it to be appropriate for a multitude of
various audiences.
The 2012 Honda Civic Viral Video Campaign integrates social media in a real, scalable way, promoting content that
has mass appeal and a high-viral potential.
The following packet includes an overview of the video, potential story leads, biographies of the creators, “Tell Your
Story” contest overview, and social media pre-loaded post and tag lists.
For more information, contact Joseph Olesh – jolesh@tier10marketing.com – Emerging Media Director at Tier10
Marketing.

3. For Imediate Release
June 24, 2011
1366 Dulles Technology Dr, Suite 320
Herndon, VA 20171
Contact: Joseph Olesh
PRESS RELEASE
2012 Honda Civic “Heritage” Viral Video Campaign
Video: http://bit.ly/2012hondacivicvideos
Web: http://www.2012hondacivicinfo.com
YouTube: http://www.youtube.com/2012HondaCivic
Facebook: http://www.facebook.com/newcivic
Twitter: http://www.twitter.com/newhondacivic
In recognition of Honda’s 9th Generation Civic, Tier10 Marketing has developed a “Heritage” video aimed to create
a visual experience that best represents the theme: “One Car. A Million Stories.” Designed to compliment Honda’s
current Civic launch campaign, the video provides Tier10 clients (Paragon Honda, Herb Chambers Honda, Scott
Robinson Honda, and Penske Honda, to name a few) with a viral video to inspire traffic, both on and offline.
The Honda Civic has gained notoriety because of its widespread demographic appeal and longevity. Tier10 celebrates
this 9th Generation release by creating an integrated viral video campaign that explores the evolution of the Civic.
Tier10 Marketing’s Creative Director Scott Rodgers explains, “Personifying the Civic by instilling emotion was objective
one. Bringing in a human element accomplishes two things: (i.) it promotes a generational feel and (ii.) connects
the Civic with it’s far-reaching fan-base. Capturing the Civic’s evolution in correlation with the various Civic-owners
featured in the video was key in attaining the correct tone.”
The video incorporates vintage commercial footage of the 1978 Honda Civic to present-day models. An edit
composed of new and old Civics, with a progressive pace, allows for 20+ years of the Honda Civic to be showcased in
just under 2 minutes.
Shot on a Canon 7D, the video taps into a technology being utilized by the likes of The Jay Leno Show, House, and
Saturday Night Live. The choice to use DSLR technology was deliberate, speaking to the Civic’s universal, grass-
roots appeal. DSLR cameras, like Canon’s 7D and Nikon’s D3s, have brought high quality video to the masses at an
affordable price.
A collaboration with Grammy award-winning Dirty Vegas brought an important emotional element. The video
features the song, “Today,” a progressive pop composition. There’s a delicate bass beat that builds throughout,
ultimately helping the story come through. The song lends a sense of nostalgia, a key element needed for the tone of
this short video.
The video’s Director/Editor Joseph Olesh adds, “The video should leave the viewer wanting to see more. My
experience producing this video has made me a big fan of the Civic. My hope for the video is one that inspires
viewers to investigate the Civic’s proud history and even take a test drive of their own.”
Honda Civic customers span the spectrum of automotive drivers. They are high school graduates and college
students, families with young children, schoolteachers, and environmentalists. The video pays homage to these Civic
owners, young and old. See http://www.facebook.com/2012civic for more information.
About Tier10 Marketing
Tier10 Marketing delivers a holistic marketing system that integrates 10 tiers of marketing under a well-defined
campaign strategy. We provide marketing services for many of the leading Honda and Acura Dealers & Dealer
Associations in the nation, and have received national recognition from AutoSuccess.com as one of the “Top Ten
Companies to Watch in 2010.” The team has created and implemented marketing strategies for 12 manufacturers, 76
of the top 100 dealer groups and over 4,000 dealerships in 18 countries. We are pleased to have the opportunity to
help your dealership market the Generation9 Honda Civic.

4. BLOG
2012 Honda Civic Viral Video Campaign
Audience-Specific Story Leads
2012 HONDA CIVIC – TECH/DSLR FILMMAKERS
The “Generations” video was shot on a Canon 7D at 24p. The 24-70mm f/2.8L USM Standard Zoom Lens provided for
an excellent depth of field when appropriate. Shooting at Magic Hour, about one hour before sunset, created the rich
color temperature seen throughout the various vignettes.
Utilizing this technology satisfied creative expectations, while maintaining a feasible buget. Two pieces of field
production equipment were used: Manfrotto’s 501HDV Pro Fluid Video Head atop the 685B NEOTEC Monopod. The
edit workflow is relatively simple as well. Import video files directly to your computer’s hard drive, convert the native
H.264 codec to a more appropriate non-linear editing codec like ProRes 422, and proceed with edit. This leaves out
expensive post-production bays, complicated capture processes and the like.
The video’s Director/Editor, as well as Tier10’s Emerging Media Director exclaims,“I have shot art films to corporate
documentaries with this camera. It’s versatility makes it an easy choice and the picture quality is at a level I have yet
to be dissappointed with. The Civic design yeilds excellent lines that photograph very well; having a camera to easily
capture these contours on the fly made this shoot very enjoyable.”
2012 HONDA CIVIC – GREEN MOVEMENT
The 2012 Honda Civic is a testament to modern fuel-efficiency. The 9th Generation line-up includes a “Hybrid” model
that has an EPA estimated 44 miles per gallon on the highway, making it a very popular choice for environmental-
enthusiasts worldwide.
The use of the natural landscape as a visual metaphor in the “Generations” video was a deliberate decision by Tier10
Marketing. Led by Creative Director Scott Rodgers and produced by Emerging Media Director Joseph Olesh, a video
capturing the Civic moving through green, vibrant settings was one way to subtly remind the viewer of its fuel-
efficient technology.
The campaign promoting the video also sought a “green” workflow. Distribution, via social and email integrated
processes, will be 100% paperless.
Honda’s inspired efforts to create vehicles that can be carried through generations acted as catalyst for this particular
campaign; Tier10 hopes this same model will be applied across all industries going forward. Digital marketing has
become a niche term, though few have broken it down to scalable processes that save materials and energy. Tier10 is
confident that this campaign will set a precedent for all social and digital campaigns to come.
2012 HONDA CIVIC – HONDA CIVIC OWNERS
Honda Civic owners are everywhere. If you go through your past and present friends and family, it’s almost
guaranteed you can identify at least one Civic owner. It makes sense that the degrees of separation for Civic owners
don’t span too far, as it’s been a leading reliable mid-size sedan option for the better part of three decades.
A video paying tribute to the Civic that highlights not only the launch of the 2012 Honda Civic, but looks back at the
pride and tradition that exists amongst Civic owners young and old. This viral video speaks to the point that, just like
a reliable family member, the Civic has become a fixture in families’ daily lives.
The human-focused vignettes within the video create movement through the piece and help personify the Civic. The
Civic-owners’ demographics vary, but all lend a similair aesthetic: Satisfied Customer.

5. BIOGRAPHIES
2012 Honda Civic Viral Video Campaign
Band & Agency Biographies
DIRTY VEGAS A Grammy Award-winning British house music trio made up of Ben Harris and Paul Harris (no relation)
on instruments and production and Steve Smith on vocals. The group formed in 2001, then broke up in 2005 before
reforming in December 2008 to record new material.
They are best known for their international hit single “Days Go By”, which gained mainstream popularity in a 2003
Mitsubishi Eclipse television commercial, and for remixing songs created by other artists.
“We’ve always wanted to do a lot of different styles, whether it’s a commercial pop hit or an eight-minute
experimental dance track,” he continues. ”And electronic music is where you can do it all. We’re just always excited
to try different things. There are club tracks, there are indie rock tracks, and there’s everything that we’re into and
everything we wanted to write about. With this new record, we were not on anyone’s watch, so we could just do what
we wanted to do!”
SCOTT RODGERS Tier10 Marketing Executive Creative Director, Partner
Scott Rodgers is one of very few, if any, Automotive Advertising Creative Directors who are born into the car
business. Scott Rodgers grew up in his father’s dealerships providing him with an automotive foundation and
depth of knowledge that few creative directors have.. Scott began his automotive career selling cars in the family
dealership. He learned the basics of sales and the foundation of direct customer interaction in sales. His education
was enhanced by also seeing the business from the perspective of an owner or general manager. Scott learned about
the interactivity of all departments and the importance of profitability.
While perfecting his style and craft at his father’s stores, Scott’s work caught the eye of many top dealers. With
numerous offers and a desire to branch out on his own, Scott began his “solo” career as the Creative Director of The
Koons Automotive Companies, which is based in Northern Virginia. It was here that he teamed up with Scott Fletcher
for the first time. A self-taught student of design, Rodgers has the “it” factor, a gift for creative and design that just
can’t be taught.
Rodgers’ quality of work, passion for design, and pursuit of perfection has vaulted him into rare air when it comes
to the merging creative design and automotive advertising. We believe his work speaks for itself. He continues
to develop and design some of the industry’s leading social and digital campaigns blending the integration of
technology and design.
JOSEPH OLESH Tier10 Marketing Emerging Media Director
Director/Cinematographer/Editor Joseph Olesh is an award-winning filmmaker and video creative director. He
currently leads online video and social media efforts for Tier10 Marketing. His client list includes Deutsche Bank,
Honda, Mercedes-Benz, New York Fashion Week and the Barack Obama Presidential Campaign. A tenured film/
video/television producer, Joseph’s online portfolio has amassed over one million views, collectively. His independent
work -- ranging from national commercials, art films, documentary shorts, and music videos -- has been recognized
by international film festivals, the Open Internet Coalition, and was featured in 50Interviews’ latest book, “Video
Marketing Pioneers.” Follow Joseph on Twitter @josepholesh.

6. CONTEST “Tell Your Story”
2012 Honda Civic Viral Video Campaign
Facebook-Based, User-Generated Storytelling Competition
In celebration of the 2012 Ninth Generation Civic release, we’ve design a contest to reward Civic owners with a story
to tell.
The premise is simple:
1. Tell your story as a comment on “The New 2012 Civic” Wall.
2. Alert friends of your post and have them “Like” it.
3. The “Likes” count as votes for each story. The greatest number of votes, per month, win a 16GB iPod Touch.
4. Email contests@tier10marketing.com with your contact information -- name, phone number, mailing address, and
date of birth -- to confirm your entry.
We’re looking for an original Civic-inspired story. Whether it was your first car or a memorable road trip, share all the
details you wish. There is a character limit for Wall Posts, so overflow into the first Comment field if you need more
room. We’ll take the combination of “Likes” between the two fields.
The Civic’s USB Audio Interface and MP3/auxiliary input jack provided inspiration for the iPod Touch. The contest
hopes to reward Civic owners with a new way to enjoy their music in their new rides!
Liking “The New 2012 Civic” on Facebook will keep you posted on all the news and highlights throughout the
contest’s duration.
The first prize will be announced August 1, 2011. Winners will be announced the first of each month thereafter at
http://www.facebook.com/NewCivic.
For official contest rules, see the CONTEST Tab at http://www.facebook.com/NewCivic.

7. SOCIAL
Pertinent Twitter Tags
USER TAG
Tier10 Marketing @Tier10Marketing
Honda @Honda
Honda Civic Tour @HondaCivicTour
Scott Rodgers @scotty703
Joseph Olesh @josepholesh
Dirty Vegas @DirtyVegas3
Paul Harris @paulharrisdj
Canon 7D @Canon7D
Canon @Canon_Camera
YouTube @YouTube
Pertinent Hyperlinks
Name URL
Video http://bit.ly/2012hondacivicvideo
Web http://www.2012hondacivicinfo.com
YouTube http://www.youtube.com/2012HondaCivic
Facebook http://www.facebook.com/newcivic
Twitter http://www.twitter.com/newhondacivic
Press Release http://scr.bi/2012CivicVideoPressRelease

8. SOCIAL
Pertinent Twitter Tags and Hashtags (Con’t)
FACEBOOK TWITTER
Canon 7D the camera of choice for 2012 @Canon 7D the camera of choice for 2012
Honda Civic Launch Video @Honda Civic Launch Video #DSLR
#WebVideo http://bit.ly/2012hondacivicvideo
Vintage Honda commercials from 1978, 1982 Vintage @Honda commercials from 1978, 1982
captured in this launch video. captured in this launch #video. #WebVideo
http://bit.ly/2012hondacivicvideo
Tier10 Marketing ECD Scott Rodgers: “We @Tier10Marketing ECD @scotty703: “We
wanted to create a video family portrait... with wanted to create a #video family portrait...
a Civic. Something that could move people.” with a Civic. Something that could move
people.” http://bit.ly/2012hondacivicvideo
Grammy-winning musicians Dirty Vegas set #Grammy-winning musicians Dirty Vegas set
the sounds to 2012 Civic Launch Video. Dirty the sounds to 2012 Civic Launch Video. Cc:
Vegas rose to prominance in 2006 with “Days @Tier10Marketing @DirtyVegas3 http://bit.
Go By,” made famous in a popular Mitsubishi ly/2012hondacivicvideo
commercial.
Music plays a key role in web video marketing. Music plays key role in #WebVideo marketing.
Note the song “Today” by Dirty Vegas in Note @DirtyVegas3’s song “Today” in this 2012
this 2012 Honda Civic Launch Video from Honda Civic Launch Video via
Washington DC firm Tier10 Marketing. @Tier10Marketing http://bit.
ly/2012hondacivicvideo
Video Director Joseph Olesh:“The video Director @josepholesh on @Honda Civic
should leave the viewer wanting to see more ... Video: “(It) should leave the viewer wanting to
and take a test drive of their own.” see more ... and take a test drive of their own.”
http://bit.ly/2012hondacivicvideo
Dance music makes way into mainstream with Dance #music makes way into mainstream
this Dirty Vegas track, “Today” featured in the with this @DirtyVegas3 track, “Today” featured
2012 Honda Civic Launch Video. in the 2012 @Honda Civic Launch #Video
http://bit.ly/2012hondacivicvideo
Honda Civic joins House, Saturday Night LIve, @Honda Civic joins House, @nbcsnl,
Jay Leno Show and others utilizing the Canon @JayLeno Show and others utilizing
7D for production. the Canon 7D for production. http://bit.
ly/2012hondacivicvideo
The 2012 Honda Civic is a testiment to quality The 2012 @Honda Civic is a testiment
fuel-efficiency. to quality #FuelEfficiency. http://bit.
ly/2012hondacivicvideo
Honda Civic owners showcased in new Civic @Honda Civic owners showcased in new Civic
Launch Video, past and present Launch Video, past and present #Canon7D
http://bit.ly/2012hondacivicvideo
Tier10 Marketing produces short film @Tier10Marketing produces short
celebrating Honda Civic’s 9th Generation. film celebrating #Honda Civic’s 9th
Generation #Video #DSLR http://bit.
ly/2012hondacivicvideo
2012 Honda Civic “Heritage” Video Campaign 2012 @Honda Civic “Heritage” #Video
Speaks with emotion thanks to soundtrack by Campaign speaks w/ emotion thanks to
Dirty Vegas soundtrack by @DirtyVegas3 #Music http://bit.
ly/2012hondacivicvideo

9. New video from Tier10 Marketing speaks to New video from @Tier10Marketing
Civic’s “generational” appeal speaks to Civic’s “generational” appeal
#Honda #toeachtheirown http://bit.
ly/2012hondacivicvideo
20 Years of the Honda Civic in 90 Seconds 20 Years of the @Honda Civic in 90 Sec-
onds @YouTube #Video #DSLR http://bit.
ly/2012hondacivicvideo
A “video” family portrait with your Honda A #video family portrait with your Honda
Civic, celebrating 9th generation Civic, celebrating 9th generation with the
@Canon7D #DSLR http://bit.
ly/2012hondacivicvideo
The 2012 Honda Civic becoming a favorite for The 2012 @Honda Civic becoming a favorite
environmentalists worldwide. for environmentalists worldwide. #EnvLaw
#Green http://bit.ly/2012hondacivicvideo
New Honda Civic Video, independantly New @Honda Civic Video, independantly
produced and distributed, is yet another produced and distributed, is yet another
example why Net Neutrality is an issue to be example why #NetNeutrality is an
defended. issue to be defended. #OIC http://bit.
ly/2012hondacivicvideo
Open Internet Coalition award-winner Joseph Open Internet Coalition (@theopeninternet)
Olesh produces Honda Civic Launch Video for award-winner @JosephOlesh produces
Tier10 Marketing @Honda Civic Launch Video for @
Tier10Marketing #NetNeutrality http://bit.
ly/2012hondacivicvideo
“One Car. One Million Stories” Win an iPod “One Car. One Million Stories” Win an
Touch with your Honda Civic story. See contest @iPodTouch with your Honda Civic story. See
details in link below! contest details in link below! #Contest http://
bit.ly/2012hondacivicvideo
Honda Civic: A car for ALL people!!! @Honda Civic: A car for ALL people
#Video #DSLR #toeachtheirown http://bit.
ly/2012hondacivicvideo
Tier10Marketing teams up with Indie filmmaker @Tier10Marketing teams up with Indie
Joseph Olesh and band Dirty Vegas for 2012 filmmaker @josepholesh and band
Honda Civic Launch Video @DirtyVegas3 for 2012 @Honda Civic Launch
#Video http://bit.ly/2012hondacivicvideo
Follow the Honda Civic’s evolution over the Follow the @Honda Civic’s evolution over
years. See if your Civic is included!! the years. See if your Civic is included!!
#WebVideo http://bit.ly/2012hondacivicvideo
2012 Honda Civic “Heritage” Video, capturing 2012 @Honda Civic “Heritage” Video
Civic-owners young and old. #Exclusive #WebVideo #DSLR http://bit.
ly/2012hondacivicvideo
9th Generation Honda Civic celebrated with 9th Generation @Honda Civic celebrated
short film featuring families and their pets! with short film #Video #DSLR http://bit.
ly/2012hondacivicvideo