MediaBrix, the end-to-end, in-game social and mobile advertising solution for Fortune 500 marketers, is working with Honda to create an immersive mobile social gaming advertising campaign as a part of the 2013 Honda Civic launch. The campaign will harness the power of interactive social gaming advertising as a way of appealing to the Honda Civic target audience, reaching them on Facebook, mobile and tablet games. The campaign program will break this Sunday, 10 February.

Honda is the first automotive company to work with MediaBrix and launch a fully integrated, immersive and interactive advertising experience within SongPop, a popular social and mobile game with over 60m players developed by FreshPlanet. Honda is also the first automotive company to feature a branded playlist on SongPop, which includes music by the featured artist in the Civic commercials. Through the Music Awards Mix branded playlist, Honda will become an integral part of the gameplay, reaching the large, dedicated SongPop user base.

The social gaming experience is part of an integrated advertising campaign supporting the 2013 Honda Civic and bringing attention to the spirit of Honda — a passion for innovative thinking and continuous improvement. Three Civic models (Sedan, Si Coupe and Hybrid) will be featured in the social gaming video ads.

As part of the social gaming campaign, Honda playlists created on the mobile and tablet apps and the Facebook game will be shared on users’ Facebook Timeline. Honda will drive users from the SongPop social gaming campaign to its official site to drive awareness to and educate users on the 2013 Civic models.

“Honda recognizes that rather than interrupting the user experience, they can reach consumers through social gaming advertising, which adds value, heightened levels of engagement and brings any event to life,” said MediaBrix CRO, Todd Bowman. “Today social mobile gaming has surpassed what television and other forms of digital advertising can offer. MediaBrix has seen campaigns that have outperformed automotive online normative averages by 9x. Thats why launching this campaign on SongPop is perfect.”

The campaign is powered by MediaBrixs SocialFusion and SocialFlex products.