Driving Brand Engagement Through Experiential
Event marketingNissan’s DEI team has two goals for its annual Nissan Ready program – to invest in the lives of young Black men and to strengthen the recruitment pipeline for internships and employment.
The event has been hosted in partnership with 100 Black Men of America, the nation’s top African American-led mentoring organization, since 2014. Black students from high schools across the country were invited to Tennessee for three days of career training and college preparation.
To create an impactful event for 62 students that would electrify the way they think about their futures, we had our work cut out for us.
The event has been hosted in partnership with 100 Black Men of America, the nation’s top African American-led mentoring organization, since 2014. Black students from high schools across the country were invited to Tennessee for three days of career training and college preparation.
To create an impactful event for 62 students that would electrify the way they think about their futures, we had our work cut out for us.
Nissan Ready educates and inspires through interactive career-building workshops, dynamic presentations and camaraderie. Students were able to interact with key leaders – including Nissan's own vice president and chief of DEI, Chandra Vasser, and Tennessee State University's head football coach, Eddie George, who headlined the program with a memorable keynote address
“Every detail of this experience was intentional.”
– Chandra Vasser, VP and Chief DEI Officer, Nissan Americas
Hard copy collateral was shared with each table of event attendees. We provided ice breakers in the forms of bingo and scavenger hunt cards. During the event, MP&F handled on-site production.
A few years ago, when Nissan needed a nationwide grassroots activation program, the brand approached MP&F for an extensive event series that traveled across the country.
We were sacrificing size for portability and the point it would make to customers – that our entire setup fits into an Altima. The functionality of the program (and the sedan) was as important as the pizzazz, which included three digital layers:
- A Buzzfeed-style quiz on iPads to greet customers at the display counter and capture their data.
- An augmented reality experience on iPads, where we created five AR trigger points on the Altima display vehicle and used Nissan’s existing video assets to animate features.
- A digital showroom micro website, where our field managers could walk customers through Nissan’s fleet and send model brochures directly via email.
Joining forces with partner Spitfire Event Marketing, our regional teams worked a total of 505 event days in 24 weeks, easily beating the program’s goals for leads generated (9,313 total) and conversion percentage (12.84%).
