Driving Brand Excitement Through Grassroots EventsExperiential Marketing Campaign
Nissan needed a nationwide grassroots activation program that would be easy to transport as well as adaptable to any event space in nine separate regions of the U.S. So, we had to be nimble like our target audience, which Nissan defined as “millennial-minded adventurers,” i.e., millennials, first-car shoppers and like-minded individuals who value an experience.
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%).