Companies are willing to spend upwards of 5 million dollars on a Super Bowl advertisement because it's one of the biggest ad engagement opportunities of the year. But what happens if you don't have that kind of money? Well, The Honda Dealerships of Southern California have developed a different way to prompt Super Bowl viewers to engage with their brand; they are encouraging consumers to continue doing something they do every year--judge commercials and tweet.
These Honda dealerships have preemptively put a dollar amount on every possible cliché Super Bowl advertisements could include. For every dollar that adds up, the dealerships (with the help of their agency, Secret Weapon) will match the amount with a donation to the Boys & Girls Club of America.
Secret Weapon has watched commercials from the last three Super Bowls and noted common trends, assigning each a dollar amount. These trends include babies ($1,000), hipsters ($5,000), famous people ($500) and talking animals ($1,000) among others. Throughout the event, Honda of Southern California will be live tweeting each cliché they spot and supplying updates on the total donation. The total dollar amount will be immediately donated to the Boys & Girls Club.