In the 4th quarter of 2009 Nissan was running a campaign positioning the driving of their vehicles as the "Best Part of Your Day". They wanted to execute an experiential program that would bring their campaign ideas to life. Keeping Nissan top of mind, social media and street level touch points were created and activated.
Mobile and Street Activations
THE ACTIVATION:
Over the course of six-weeks, teams of promotional reps hit the streets of Toronto, presenting consumers with little surprises to bring big smiles to their faces and make it the best part of their day.
These experiences included:
- Mariachi Band travelled on the Subway entertaining consumers while brand ambassadors handed out Starbucks gift cards.
- Hot Dog vendor takeovers where over 200 hot dogs were served by Brand Ambassadors in tuxedos.
- Free movie passes distributed on red carpets while
- Paparazzi took photos in front of movie theatres
- Carrying grocery bags to people's cars in parking lots
- Holding huge umbrellas over groups of commuters exiting train stations on rainy days
- A mobile Christmas Tree with carolers pushed around Dundas Square where consumers were able to pick a gift from the tree to receive $25 ESSO gas cards and Tim Hortons coffee cards.
RESULTS:
- 20,000 1 on 1 street interactions
- 150,000+ live experience witnesses
Social Media
THE CAMPAIGN:
- Used a combination of Twitter, Facebook, YouTube and blogger out-reach to spread news of the program and get consumers excited about the promotional team's next activation.
- We shared hints as to our next location. Sometimes these were delivered in the form of photos of the area we would be in, sometimes as riddles and on occasion we asked people where they would like us to come to.
- In return they were able to drive traffic to our Facebook and Twitter feeds.
- All people photographed were directed to the Facebook page via collateral material and encouraged to tag their pictures.
- We posted videos on Youtube of people sharing the "Best Part of their Day" and their experience.
RESULTS:
- 5,500 hits to Nissan's corporate website
- 50,000 YouTube video views
- 100,000 hits to Facebook news feeds
- 120,000 hits to Twitter feeds
Photos
