Honda USA celebrated this year’s Valentine’s Day with a social media campaign, which involved a great dose of improvisation and interactivity. The “You Are Our Valentine” promotion got the staff from Honda’s headquarters and manufacturing facilities from all across the country responding to consumer’s Facebook posts, tweets and Instagram uploads in real time with personalized Valentine’s Day virtual cards.

Photo: Honda’s «You are our Valentine» promotion, www.facebook.com/Honda (click to enlarge)

The brand started the day of February 14 asking its fans, why they loved their Honda. To get a card response from Honda’s team, users were invited to comment on the brand’s Facebook page, use @Honda or share a photo tagged #Honda on Instagram. Then, the brand sent a personalized card to the user—the dedicated visual piece featured the original message, the brand’s response and Honda’s employee(s), posing against the pink background (their titles were also written in the bottom of the card).

Photo: Honda’s «You are our Valentine» promotion, www.facebook.com/Honda (click to enlarge)

Honda’s “You are our Valentine” campaign was developed at RPA and is another great example of how to generate maximum fun and attention using minimum recourses (MINI managed to do the same with its “Song Dedication” activation). This promotion is somewhat similar to Old Spice’s celebrated “Responses” video campaign, which featured the brand’s “The Man Your Man Could Smell Like,” though Honda’s execution was much simpler and required less investment.

Photo: Honda’s «You are our Valentine» promotion, www.facebook.com/Honda (click to enlarge)