"Driving" Engagement; Or Is It?

One industry that continues to invest more and more into social engagement is the automobile business. Even with manufacturers investing a larger percentage of their budgets on social, how many can actually it is paying dividends to their ROI.

Honda, who recently won WOMMA's and the Chicago Automobile Trade Association (CATA) Driving Engagement Award for their "Honda Loves You Back" campaign, had a terrific idea that undoubtedly creative so much online buzz. In case you missed here, take a look.

The campaign, which featured the band Monsters Calling Home, who actually filmed an entire music video in their car. Honda showed their love by organizing a live show on the Jimmy Kimmel show.

As you can, this is a terrific idea. The video has over 1.4 Million views, but how many people saw this video and said, "Wow, Honda did that. I am going to buy one."

No I don't have access to their social media team or their sales team, but I truly wonder how they measured their ROI for this campaign. Did it lead to actual car sales?

If car companies are saying these types of campaigns are providing such dividends, shouldn't they share that with the public?

What do you think?