On the day of the big game, Honda dedicated the day to“Superb Owls”. Yes, Honda celebrated these majestic birds, who are not unlike the Honda Pilot SUV, with their keen eyesight enabling them to see much more of their surroundings. Throughout Sunday, Honda tweeted a series of spotlight videos showing off different owl species in action and ‘hooted’ all day about these superb owls. Given that the Pilot comes standard with Honda Sensing, with features that help drivers see potential collisions ahead on the road, it's like the Pilot is the “Superb Owl of SUVs.”
As part of the campaign, anytime someone used the hashtag #SuperbOwls on Twitter on Sunday, a custom owl emoji automatically appeared adjacent to the hashtag. Promoted tweets took place on Sunday and continued throughout the day and game. Honda rolled out content on Twitter with a mix of video, GIFS, and on-the-fly owl reaction memes to engage fans all day.