Dive Brief:

• Honda Fit uses pranks to deliver a humorous viral video and social media campaign. 
• Comedian Nick Thune poses as a Lyft driver "Brad" and gives unusual experiences to passengers. 
• The car brand also enlisted Vine stars— like Cody Johns and David Lopez — to create their own short videos surrounding the Honda Fit. 

Dive Insight: 

With digital campaigns, it is often the case that so called "organic" or "real life" videos are more well received that heavily produced content. The tone of social media especially seems to work better with improvised material. So this is likely a smart move for Honda Fit to team up with comedians and Vine stars that can both create an authentic feel while delivering high quality content.