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Honda – Snack Attack

In what became a good-natured Twitter war, Honda initiated a campaign in which the brand bragged about how its new Honda Odyssey built-in vacuum cleaner could suck up crumbs, wrappers, and other food-related items that end up dirtying cars. The playful tweets teased assorted food companies such as Oreo, Cheerios, and Taco Bell, who in return teased back with their own snarky replies.

The campaign generated more than 20 million impressions at no cost, along with highly positive brand response, including online discussion of other brands Honda should suck up.