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Brief:
- Honda will reveal a prototype of its 2022 Civic next week on Twitch, the video platform that specializes in live broadcasts for gamers. On November 17, the automaker will show a special episode of its “Honda Head2Head” esports livestream at 5pm PST, followed by the first look at the new Civic’s styling direction, according to an announcement.
- E-sports competitors Rachel Seltzer and MonsterDface will host the unveil of the Civic, which will also feature a live performance by rapper Cordae. The top four “Fortnite” players and four Twitch streamers, including Benjyfishy, SypherPK, Jordan Fisher, and Dakotaz, will compete in the popular Battle Royale game during the live stream.
- In a significant commitment to harnessing the digital to introduce the new Civic to consumers, Honda will also promote the unveiling of the Civic to gamer communities on social media platforms Twitter and Reddit. The automaker also released a teaser video on YouTube for the upcoming model, which will go on sale in late spring.
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Honda’s reveal of the 2022 Civic is the The first live global debut of a car on a Twitch-branded gaming channel, claims the automaker. This approach to introducing a new car promises to help the brand Reach an audience of young adults who are key budget car buyers and who are more likely to watch live streams on Twitch. The Honda Civic is Generation Z’s top vehicle and has been for millennials since 2011, Phil Hruska, Honda’s US media strategy manager, said on a panel at Advertising Week in October. The news also points to how automakers are seeking digital channels to help launch new vehicles at a time when in-person car shows and showroom visits are on hold due to the pandemic.
Honda has 2,300 followers on its “Head2Head” Twitch channel and has the opportunity to grow viewership with exclusive live-streamed programming that includes the “Fortnite” match between esports competitors. The concert underscores how Twitch content is expanding, often merging music and games. By promoting programming on Twitter and the Reddit gaming communities, Honda is able to reach an audience that is more likely to watch live streams on Twitch.
Twitch has 17.5 million daily visitors on average, according to data provided by Honda, which has made gaming and esports an important part of its marketing efforts targeting younger adults. Honda has the only auto-branded channel on Twitch with its esports series “Head2Head” which is in its third season, according to the company. Honda is also the exclusive automotive partner of Team Liquid, the multi-regional professional esports organization, and the Riot Games League of Legends Championship Series, according to its announcement.
Many brands are increasing their esports efforts even as overall spending is expected to decline. Gillette, Campbell’s and Oakley are among the brands EA Sports first added to its list of sponsors for the Madden NFL 21 Championship Series (MCS21) video game tournament, which this year has a record $ 1.4 million prize pool. BMW in April started sponsoring five of the best esports teams in the world, a move the automaker described as a “major expansion” in the category. In July, American Eagle Outfitters became the title sponsor for the launch of EDGE, an esports platform created by marketing company VY Esports.
As the weather turns colder and people are spending more time indoors, Twitch’s audience is on the rise again, a trend likely magnified by the recent resurgence of coronavirus infections to record levels. It’s too early to tell whether advertisers will cut their media spending like they did in the early summer or increase it to reach homebound consumers. The pandemic has caused e-sports sponsorship growth expectations to decline, and researcher Newzoo lowered his outlook for the second time in July. The firm cut its esports revenue forecast by 8% from previous projections, and said global esports revenue would reach around $ 974 million this year and $ 1.19 billion in 2021, as the pandemic prevents the event organizers host live esports tournaments.
