40m people tuned into the Academy Awards this year. It’s a television-viewing event where people get together, have viewing parties, and discuss fashion and the winners online in social-media channels during the show.

87% of U.S. entertainment consumers say they use at least one second-screen device while watching television, splitting their attention between TVs and laptops, tablets, smartphones or other devices. Some use Facebook and Twitter to comment on TV shows in near-real time.

This is the perfect time to capture their attention by showing up in their Facebook newsfeed with content that’s relevant to them and to what they’re watching.

Rather than overtly promoting Honda, we used our media and social media channels to promote the band, to get them noticed, and get people talking, sharing their story and their music. We purchased a typical 90-second in-program commercial on the Jimmy Kimmel Live show but negotiated its use in a completely different way. Using the time as a platform to give an unknown band their big break, performing to a national television audience.

We created video-content of their entire story and a dedicated tab on Honda’s Facebook page to directly promote the band. We used music bloggers, promoted tweets the night the show aired, Facebook ads, pre-roll ad placements, mobile ads and paid search. All ad placements worked together as a campaign on the band’s behalf: asking people to tell their friends about the band, and to download and share their music.

Looks like the best way to get love is to give love:

• Over 10m impressions

• Gained nearly 5,000 Instagram followers

• Honda mentions in news, blogs and forums jumped 500%

• Countless fans felt all warm and tingly inside