Honda’s Sponsorship Of Yahoo’s ‘Community’ Drove 164% Increase In Brand Recall

Back in February 2015, Honda announced it would be the official presenting sponsor of Yahoo’s new season of Community. Now, the results of that partnership are in, and they’re quite remarkable. Overall, Honda’s integration into the cancelled-NBC-sitcom-turned-Yahoo-original drove a 164% increase in unaided brand recall.

Episode seven of Community boasted the most branded content from Honda. Based on that specific episode alone, the car manufacturer found brand recall for its Honda CR-V hit 95% among viewers, while recall for the Honda Fit reached 88%. Fans of Community’s seventh episode also said they were 225% more likely to search for information about Honda, 82% more likely to visit the car company’s site, and 61%

more likely to buy a Honda over another car brand.

Honda also created the hashtag #Level7Susceptible to pair with episode seven of Community‘s season six. This hashtag pulled in over 29 million impressions from Twitter alone in its first week, which was more engagement than any other Community episode received save the season six finale.

“Working with Yahoo, Community presented the perfect opportunity for Honda to connect with and inspire our audience across screens,” said Tom Peyton, Assistant Vice President of Marketing at American Honda, in a release. “The results of this program are a real testament to the power of online video and the ability to reach key audiences in new ways that resonate with our passionate customers.”

You can watch season six of Community exclusively on Yahoo! Screen.