Honda plots to overhaul customers' online journeys

Honda: this year's Super Bowl spot featuring Matthew Broderick
Honda: this year's Super Bowl spot featuring Matthew Broderick

Honda is overhauling its digital presence in a bid to improve customers' online journeys.

The car marque is in discussion with a number of digital agencies to build a centralised web platform, which will integrate its customer site with databases including logistics, stock management and ordering.

It is understood that the project is being led by Jon Gibson, Honda's European digital marketing manager.

Honda has been stepping up its digital activity in recent years to compete with rivals in the automotive sector.

In February last year, Honda launched what it claimed to be the first TV ad to use "sound-synching" technology, enabling viewers of its "unpredictable life" TV commercial to interact with the activity with their iPhones.

In December, Honda unveiled its new 2012 Civic model via a series of online films.

Last week, the Japanese manufacturer seeded its ad for this year's Super Bowl, featuring the title character from the cult film 'Ferris Bueller's Day Off'.

The spot has since racked up nearly 14 million views on YouTube and came top of last week's Campaign's viral chart, due to its pre-release.

Follow Sarah Shearman on Twitter @Shearmans


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