Direct News: Honda in magazine podcast

Honda will become the first brand to launch a customer magazine podcast, later this month.

The Dream podcast, developed by relationship marketing agency Hicklin
Slade & Partners, has been produced in association with River Publishing
and London radio station LBC. It is intended to increase traffic to

Honda's website, where the podcast will be available to download.

The 15-minute content will be an extension of Honda's recently
relaunched customer magazine, Dream. The magazine, which has a
circulation of 210,000, has been given a makeover by River
Publishing.

The podcasts will include a selection of three-minute self-contained
featurettes, allowing the customer to select which parts they want to
listen to.

The first podcast will contain customer feedback on Honda's I-Shift
technology, an article on the development of eco-homes, a feature about
Honda's involvement in a charity African motorcycle rally and a
competition giving listeners the chance to win an iPod.

Earlier this year Honda became the first company to launch a product
through a video podcast, also known as a vodcast, when it launched the
new Civic in January.

A two-minute ad, created by Wieden & Kennedy London, and
behind-the-scenes footage were made available to download.

Last month, Honda UK sponsored a blog to better understand customer
perceptions of its models. The site, which was launched at the Geneva
Motor Show, allows Honda engineers to interact with consumers.

According to recent studies by BMRB, more than 10% of the UK's adults
have downloaded a podcast in the past six months.