Honda has partnered with Facebook to bring “exclusion marketing” advertising to the UK. Honda will be using a range of Facebook social plug-ins to promote their CR-Z sports hybrid coupe.

The unique campaign, developed by Starcom, the popular media agency, is made up of four stages. The first stage is a 3 tiered advertising campaign targeting a 25 to 35 year old ABC1 audience that will reach more and more consumers at each tier. This first stage launched on June 4th. The second stage is due to start June 11th and run through June 18th — during this period consumers will be able to order a free test-drive or get a brochure about the new model. The final stage will start on June 18th and run for six subsequent days.

A Nielsen BrandLift study measuring the impact the 3-phase advertising campaign has is the second stage of the campaign. The study will include how the campaign has affected consumers’ attitudes about Honda.

The launch of the Honda UK Facebook page is the third stage of the overall campaign. Users can create pieces of art based upon data in their Facebook profile.

The final element of the campaign is full integration of plug-ins on Facebook with Honda’s website.

Stephen Haines, Facebook’s UK commercial director, stated, «Bringing together a targeted Reach Block to give the campaign a boost at launch; ongoing engagement ads to drive people to engage with the Honda UK Page, an innovative app tailored for this model, and also integrating social plugins across the Honda website, will I’m sure produce a very successful launch campaign for Honda.”