Launching event for the new Honda CR-Z

The new Honda CR-Z hybrid will go on sale in 2010 and the Japanese brand has decided to raise the impact of the new model with the launch of a European journey that will bring the all-new sporty hybrid car directly to consumers across the continent.

“Live Every Litre” is the name of the event that will have a CR-Z equipped with cameras to catch on tape the experiences of participants on their journeys or challenges around Europe. During the event, which takes pace in May, just before the CR-Z goes on sale, director Claudio Von Planta and his team will also record the participants reactions, emotions and experiences to produce a documentary of the journey.

Anyone who wishes to participate just has to log on to www.liveeverylitre.com where they can sketch the type of trip, challenge or drive on which they wish to take the CR-Z. Applicants should then start promoting their experience online via social media channels of their choice, as the final participants will be chosen according to the community's favorite and most highly rated auditions.

According to Laura Price, PR Executive, at Honda Motor Europe, "Live Every Litre is going to give those who consume media online the chance to do something unique and different. We hope to give people the opportunity to fulfill long held ambitions and experience something they can't in everyday life. A large portion of this campaign will be ‘crowd sourced', with participants and the online community molding the final outcome, and that is what makes it such an exciting project."

Applications will be open until 19 March 2010 and have already started. The trip will go underway in May, with fans being able to watch the adventures live on the “Live Every Litre” website.