Take the new Honda CR-Z on a journey across Europe

February 7 2010, 8:46am

On Thursday, Honda Motor Europe launched the Live Every Litre social media campaign that will follow a group of selected fans across Europe in the all-new CR-Z sporty hybrid car as they embark on journeys or challenges to create a unique documentary. Participants can take part in this ground-breaking project by visiting the Live Every Litre website where they can outline the type of journey or drive they wish to take the CR-Z on, until March 19, 2010. Experiences will be completely user-generated and could be anything from finding a long-lost relative to planning an elaborate proposal for your significant other. “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,” said Ken Keir, senior vice president of Honda Motor Europe. “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.” Fans who wish to enter the campaign can promote their proposed experience via social media channels of their choice. The campaign website even provides widgets that participants can download to promote their submission to a wider community. Finalists will be chosen based on the selection of Swiss-born filmmaker Claudio Von Planta, director of Long Way Round and Long Way Down, where actors Ewan McGregor and Charlie Boorman traveled around the world by motorbike. A panel of bloggers and community ratings will also impact the final cast selections. “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,” said Laura Prince, PR executive at Honda Motor Europe. “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.”