Live Every Litre with the Honda CR-Z


Honda Motor Europe is today launching ‘Live Every Litre’, a project that takes the all-new CR-Z sporty hybrid car directly to consumers across Europe. The car will be rigged with cameras to record the experiences of participants as they embark on journeys or challenges around Europe. Award-winning, Swiss-born filmmaker, Claudio Von Planta, will also film their adventures to create a unique documentary.

The CR-Z will be followed by Claudio and his team as the participants travel to the event, experience or during the drive they have always wanted to make. Their reactions, emotions and experiences will be captured by state of the art cameras and edited into a feature film of the journey. The documentary will capture the unique stories of this diverse and exciting group of individuals who campaigned for the chance to be involved in this ground-breaking project.

The event takes place during May before the CR-Z goes on sale, giving the public unprecedented access to the world’s first 6-speed manual hybrid. The event will provide an opportunity for people across Europe to see, and for the lucky participants to experience, the perception altering coupe. The new sporty hybrid lends itself to such a task, as Honda Motor Europe, Senior Vice President, Ken Keir explains:

“We feel the CR-Z is the perfect car for this social media activated campaign because it combines low emissions, with an entertaining driving experience. The ability to tailor the car‘s dynamics to the situation with the 3-mode drive system in the CR-Z, means the stars of our film will enjoy themselves in town, or on the open road.”

To have a chance of taking part in this ground-breaking social media driven event hopefuls will need to log on to where they can outline the type of journey, challenge or drive on which they wish to take the CR-Z. These experiences are totally generated by the user who may want to propose to their girlfriend in Paris, take their band to play a charity gig, trace their ancestry to find a long lost relative or simply drive the road they’ve always dreamed of.

Once they have submitted their application they can promote their experience online via social media channels of their choice. Through the Live Every Litre website they will be able to download widgets to promote their application to friends, family, colleagues and wider communities. The Director will work with an independent panel of bloggers joining our campaign team to choose the final cast, based on the community’s favourite and most highly rated auditions.

Honda has torn up the rule book with Live Every Litre, as Laura Price, PR Executive, at Honda Motor Europe explains:

“Live Every Litre is going to give those who consume media online the chance to do something unique and different. We hope to give people the opportunity to fulfil long held ambitions and experience something they can’t in everyday life. A large portion of this campaign will be ‘crowd sourced’, with participants and the online community moulding the final outcome, and that is what makes it such an exciting project.”

The route and journeys which will become part of the Live Every Litre project will not be decided until all the potential participants have submitted their dream on the website, and the community has cast their votes. Applications open immediately and close on 19 March 2010, with the trip beginning in May, and fans will be able to watch the adventures unfold live on the Live Every Litre website.

Source: Honda (press release/media site)