Honda Australia test drives LinkedIn

With a goal of scoring the highest number of points, the new online campaign, titled the ‘A-Team’, invtites LinkedIn users to ask their contacts on the network to fill a number of positions on team. 

There are five positions on a team, and each scores points based on properties of that person's LinkedIn profile. A 'high achiever', for example, is valued based on the number of positions he or she has held in their career, while the ‘Dependable’ position is calculated based on the number of years spent at their current company.

Notifying the contacts one chooses for an A-team is optional, alleviating spamming concerns. 

"We chose the LinkedIn platform and use of their Application Programming Interface (API) to target an audience of mid-tier affluent professionals and engage them in a more personalised and creative way," said Kevin Lillie, senior manager marketing, Honda Australia. 

The 20 eligible entrants with the highest number of points will be entered into a draw to win A$3,000 worth of business technology products.

The campaign was developed by LinkedIn and ZenithOptimedia with “creative guidance” from Leo Burnett Melbourne.