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December 3, 2009
Campaign Chronicles Up-And-Coming Rapper
Mickey Factz As He Launches First Album
LOS ANGELES, Dec. 3, 2009 — Chronicling one musician’s quest to follow his lifelong dream to share his music with the world, Honda has launched a webisode series featuring up-and-coming rapper, Mickey Factz. Developed by Honda’s African-American advertising-agency-of-record, Muse Communications, the new campaign is designed to highlight the style and sensibility of Mickey Factz, who raps with a purpose, and who is following an independent path to pursue a career in music.
The new campaign features five webisodes and one 30-second broadcast television spot, featuring Factz’ single, “Automatic.” Webisodes will be released once per month beginning Dec. 5. Television creative will air on local cable in Los Angeles, New York, Atlanta, Philadelphia, and Washington DC, as well as on BET, ESPN, TNT, BRAVO, VH1 and TBS.
“This new campaign aligns the personality of Mickey Factz – creative, inspiring and sensible – with the Honda Accord’s stylish and sensible brand traits,” said Barbara Ponce, Manager of Diversity Advertising for American Honda Motor Co., Inc. “Honda and Mickey Factz are coming together to celebrate the fact that success in music and the arts is now more attainable than ever – and the fact that the Internet and brand partnerships can change the rules for launching a music career.”
“This campaign combines the influence of hip-hop music with the more traditional qualities of the Honda Accord in a creative way that allows us to reach a hip, urban consumer interested in fashion, music and style,” states Jo Muse, Chairman and Chief Creative Officer of Muse Communications. “The audience is given a rare opportunity to get a behind-the-scenes look at Mickey’s journey and appreciate him as an artist and a person. It also allows us to showcase the Honda Accord in real-world scenarios showing how well it fits with a person’s lifestyle.”
The five webisodes will be featured on www.rhymesandreasons.honda.com, and traffic will be generated via online ads running on BlackPlanet.com, Google Ad Network, Complex.com and in Complex Magazine. The website also includes Mickey Factz’ music and photos of his personal sense of style.
Now a full-time rapper, Bronx-born Factz — previously a paralegal by day and rapper by night — is now making a name for himself in the hip-hop genre by creating a following over the Internet.
Webisode one focuses on Mickey’s early days growing up in the Bronx, while future webisodes will focus on how Mickey selects which single to release first, and his attempt to get radio air time for this single.
Webisodes will be released as follows:
Honda is the world’s largest engine maker, producing a vast array of products, including automobiles, motorcycles, power equipment and jet aircraft – all designed to advance mobility and improve the lives of people through continued innovations in technology and design. June 2009 marked Honda’s 50th anniversary of doing business in America.
Honda Web site: http://www.honda.com
Honda Multimedia Newsroom: http://www.hondanews.com
Honda on YouTube: http://www.youtube.com/honda
Honda on Twitter: http://www.twitter.com/alicia_at_honda
Honda on Flickr: http://www.flickr.com/hondanews
About Muse Communications
Muse Communication’s multicultural heritage adds a unique dimension to its client’s marketing campaigns. Muse Communications is a leading independent multicultural agency that created the category 23 years ago in California. Its recent move to Hollywood is fostering a new era of growth in the digital platforms as well as film, music and other entertainment properties. For more information contact Muse at (323) 960-4080 or visit www.museusa.com.
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