Dive Brief:
- Honda and dance platform Steezy launched a new video series on May 29 that focuses on self-expression through dance and the dance competition community, according to a press release.
- “Beat of the Street” videos include dance classes taught by choreographer Josh Price along with live performances. A live event in Los Angeles featured workshops and showcased Southern California car culture as well as several Honda models.
- This is Honda’s first time reaching out directly to the competitive dance community. The video series will be available on Honda Creative Studio’s YouTube page and Steezy’s mobile app.
Dive Insight:
Honda is leaping into dance and the world of dance competitions through a new partnership with Steezy, a mobile app specializing in virtual dance classes for all levels. The tie-up reflects how legacy marketers are seeking out collaborations with digital-forward brands to get in front of new audiences. The effort is a continuation of Honda’s DreamLab platform targeting artists and creators. It is also an opportunity for the automaker to show off three models: the all-electric Honda Prologue SUV, Civic Type R and the Honda S2000.
The video series shows several renowned choreographers performing in front of a live audience of dance teams, a format popularized by Steezy in its YouTube series "3 Choreographers, 1 Song (3C1S)." The choreographers are Melvin Timtim, Wren Crisologo and Julian DeGuzman. Well-known dance teams VMO, GRV and S-Rank are also showcased.
"At Steezy, our mission is to inspire the inner dancer in everyone," said Connor Lim, co-founder of Steezy in a press release. "Our partnership with Honda enabled us to create unique, innovative experiences that uplift the community and accelerate its growth."
Honda’s DreamLab platform has often been leveraged by the brand to connect with different cultural touchstones. DreamLab was first unveiled in 2022 as a lifestyle-centric Twitch channel with a goal of reaching younger car buyers. The collaboration with Steezy shows how the company is working to reach many segments of popular culture, not just video games.
