Honda extends customer mag Dream to podcast

20 Apr 2006

Honda will become the first brand to launch a customer magazine podcast, later this month.

The Dream podcast, developed by relationship marketing agency Hicklin Slade & Partners, has been produced in association with River Publishing and London radio station LBC. It is intended to increase traffic to Honda's website, where the podcast will be available to download.

The 15-minute content will be an extension of Honda's recently relaunched customer magazine, Dream. The magazine, which has a circulation of 210,000, has been given a makeover by River Publishing.

The podcasts will include a selection of three-minute self-contained featurettes, allowing the customer to select which parts they want to listen to.

The first podcast will contain customer feedback on Honda's I-Shift technology, an article on the development of eco-homes, a feature about Honda's involvement in a charity African motorcycle rally and a competition giving listeners the chance to win an iPod.

Earlier this year Honda became the first company to launch a product through a video podcast, also known as a vodcast, when it launched the new Civic in January.

A two-minute ad, created by Wieden & Kennedy London, and behind-the-scenes footage were made available to download.

Last month, Honda UK sponsored a blog to better understand customer perceptions of its models. The site, which was launched at the Geneva Motor Show, allows Honda engineers to interact with consumers.

According to recent studies by BMRB, more than 10% of the UK's adults have downloaded a podcast in the past six months.

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