Anderson Students Develop High-Tech Marketing Campaign for High-Tech Vehicle


ALBUQUERQUE, N.M.—A student-run marketing agency at the University of New Mexico (UNM) Anderson School of Management has developed an innovative marketing campaign to promote the 2012 Honda Civic Coupe to their school and community. The campaign is designed to increase awareness of and purchase consideration for the Civic Coupe, while positioning Honda as a cutting-edge, cool brand.


As part of the campaign, the agency will host a two-day “Me and My Civic” event on the UNM campus, April 11-12. The event aims to connect with students in a fun and engaging manner by providing them with the opportunity to explore the Civic Coupe’s new technology and personalization features, such as the Intelligent Multi-Information Display (i-MID), Honda Satellite-Linked Navigation™, and Eco Assist™.


In addition to enjoying music, food, and games, attendees will get an exclusive opportunity to use cutting-edge, interactive technology to design a digital advertisement featuring a personalized Civic Coupe. A select number of these user-generated ads will later be featured in a local digital billboard campaign for the vehicle.


The “Me and My Civic” event kicks off on Wednesday, April 11 at Cornell Mall and concludes on Thursday, April 12 at the Student Union Building. Scheduled hours are 9 a.m. to 3 p.m. on both days. The event will be free and is open to all members of the campus community.


The campaign is part of the Honda Civic Coupe Marketing Competition, a program designed to give students a unique, real-world business experience by asking them to develop and implement an integrated marketing communications plan.


“With this campaign, our class is using the latest advancements in interactive digital media to change how people consume advertising,” said student David Jarry. “Organic advertising, where consumers generate their own content, is the way of the future. We are excited to have the opportunity to gain valuable experience in this emerging area of marketing.”




The 20 schools across the country participating in the Honda Civic Coupe Marketing Competition are competing against one another for the opportunity to present their ideas to Honda executives at the end of the semester.


For further inquiries regarding the Honda Civic Coupe Marketing Competition, please contact Danielle Silva at (505) 977-1059 or


The Honda Satellite-Linked Navigation System™ is available on EX and EX-L models in the United States, Canada and Puerto Rico. (FM Traffic service only available in the United States, except Alaska). Please see your Honda dealer for details.


Eco Assist™ and ECON logo are trademarks of Honda Motor Co., Ltd., and may not be used or reproduced without prior written approval.


About Rick and Debbie Johnson Marketing Center

The Rick and Debbie Johnson Marketing Center is dedicated to creating transformational learning experiences for students. Located at the University of New Mexico Anderson School of Management, the state-of-the-art studio and collaborative learning facility provides marketing students access to the same tools used by multinational, advertising and media companies to conduct in-depth analysis of markets, and develop, implement and evaluate campaigns. Amenities in the 500 square-foot facility include six workstations with specialized graphic design and research software, WiFi, digital audio and video recorders, video teleconferencing, and a video-data projection system.


The center is named in honor of the couple who started the Rick Johnson and Company advertising agency in Albuquerque, N.M. in the 1970s and beat all the odds by making it one of the top firms in the Western United States. For more information, the public can visit or email


About Honda

Honda is a leader in the development of leading-edge technologies to reduce CO2 emissions, including advanced gasoline engines, gasoline-electric hybrids, natural gas-powered engines, and hydrogen fuel cells. Founded in Japan in 1948, Honda began operations in the U.S. in 1959 with the establishment of American Honda Motor Co., Inc., Honda's first overseas subsidiary. The company, which marked its 50th year of U.S. operations in 2009, has invested more than $10.6 billion in its North American operations with 16 major manufacturing facilities, employment of more than 35,000 associates, and annual purchases of more than $18.8 billion in parts and materials from suppliers in North America. Find out more at


About EdVenture Partners

EdVenture Partners is an organization dedicated to developing innovative industry-education partnership programs. The objective of such programs is to provide hands-on, real-world experience to students in tandem with providing marketing solutions and recruiting access at colleges and universities to clients. EdVenture Partners has designed and managed programs at over 1,000 campuses in North America and internationally. Find out more at

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