Machinima has gained a new sponsor. The self-described “many-2-many” (M2M) YouTube network has partnered with Honda for the DC Comics-based web series Justice League: Gods and Monsters Chronicles, which will debut on June 8, 2015.
Honda’s intentions with the Gods and Monsters Chronicles sponsorship are to promote its new hybrid vehicle, the HR-V. However, no product placements or even an animated version of the automobile will appear in the three-part web series, which is a digital companion to the film Justice League: Gods and Monsters set for home video release on July 28.
“Given the launch of the all-new Honda HR-V, Machinima offers an ideal platform to reach younger auto buyers,” said Phil Hruska, Honda and Acura’s Media Strategy Manager, to Adweek.
While on the surface it might seem like Machinima’s audience is too young to be purchasing cars, the network’s CRO Jamie Weissenborn believes otherwise. “Our sweet spot is in the 18 to 34 [demo], but we believe our community as a whole is more than 70 percent over the age of 21,” Weissenborn explained. “This is a generation of people in their 40s. They show up to Comic Con. It’s sort of the thread of Americana.”
Part of the other reason Honda was so attracted to Machinima’s upcoming DC series was because of how active the network’s users are on social media outlets, which aligns well with Honda’s social strategy for the HR-V.
“Our audience is known for being overly social,” Weissenborn explained about the fan and gaming-focused network. “This is really a great discovery vehicle because so many people share and comment on the content. On YouTube, they’re more social in the Machinima community than any other community.”
Weissenborn believes Gods and Monsters Chronicles, which was announced back in September 2014, will garner a lot of attention from fans. Each episode will revolve around one superhero (Superman, Batman, and Wonder Woman), and could potentially attract one million views per episode.
On the whole, Machinima currently reaches over 170 million global viewers every month.
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