For Consumers with a Street Tooth

Honda's new advertising campaign for its CR-V SUV focuses on consumer cravings. To this end, Honda has purchased indulgent search words like "cupcakes", "chocolate" and "banana split" as part of an SEM initiative to direct people with a sweet tooth to its website to play a "Guess What You Crave" game. The game uses an image of the CR-V's navigation screen to ask a player 20 questions, after which it guesses what the player is craving. Too bad it can't emit that "new car smell" through the computer; that's always been the deal sealer for me.