The Civic Musical Road is the direct result of two Honda tenets. One: every engineering challenge, no matter how obscure, is a worthwhile opportunity. Two: the reliable and wildly popular Civic is and always has been a driver's car. Civic drivers feel a special connection with the road. We wanted to celebrate that bond, and share it with other drivers. After several months of research, trial and more research, we 'grooved' a quarter-mile stretch of Avenue K, just outside sunny Lancaster, California, to play the William Tell Overture. With the help of a new mathematical equation, we spaced out rumble strips at specific intervals along the road. When any vehicle drove over those strips, the resulting vibrations mimicked the notes and chords of Rossini's famous overture. To our surprise, it actually worked. After we completed the project, we left the Civic Musical Road open for all drivers to experience. Within days people started posting their own Musical Road videos on YouTube—eventually garnering over 2 million hits. Local and national news programs aired reports on the road. Stories appeared in newspapers across the country, including a front-page article in the Wall Street Journal. And two different NPR shows discussed the Civic Musical Road. For our part, we launched an integrated campaign, including :30 and :60 spots, a microsite featuring five 'Making Of The Road' videos and a build-your-own-musical-road game, banner ads, branded content interstitials and a print ad.