In an Integrated Marketing Communications (MKTG 3265) course this semester, a team of students—named the “Blueprint Integrated Marketing Team”—engaged with EdVentures, Inc. to develop an advertising and promotional campaign for the 2013 Honda Civic sedan.

As one of twenty university teams around the country, the Blueprint Integrated Marketing Team branded their campaign, Honda Push-Play. On April 9, the team featured three 2013 Civics on Fairfield Way with opportunities for students to experience the car and participate in games and giveaways. UConn students’ awareness of the Honda Civic and interest in purchasing the car increased significantly as a consequence of the team’s social media campaign and on-campus promotion. As the team made their final presentation on April 30 to representatives from Honda’s local advertising firm, EdVentures, and Manchester Honda, they were excited at having had the opportunity to work on a real project for a top automotive brand.

2013 Honda Push-Play Related Links:

YouTube
The Hartford Courant
Mansfield Patch