Honda's 'Experiment' Branded Game Makes You 'The Cog' (Video)

 

The "Cog" legacy continues. Honda is out with a new HTML5-based branded game that enables players to assemble pop-up images to create onscreen chain reactions.

 

According to Adweek, the idea, from W+K and B-Reel, is to encourage players to experiment and discover what works, just as Honda's engineers do.

As readers will recall, "Cog" was a short film that conveyed some of the same message.

And as readers of my book THE ON-DEMAND BRAND know, Honda has created a number of online initiatives around the theme of engineering innovation. Here, the experience becomes fully interactive in an engaging new way.

As a branding exeercise, I think this is a nice way to reinfoce Honda's design bona fides, though I think it's an extremely soft approach as any connection to wanting, needing or looking for a new car is tangential at best.

Of course, if and when I do think about a Honda in my driving future, I will, the game's designers seem to hope, feel good about the quality of Honda's engineering.

Think it'll work? Is this wisely elevating the brand by applying the brakes on the hard sell?

Or a game that will, at best, put any brand consideration into neutral? 

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