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Nissan North America
Project 370Z

RAN IN: United States

CLIENT
Nissan North America

Jon Brancheau, VP, Mktg.
Chad Jacoby - Sr. Manager, Social Media Mktg.
Erich Marx - Director, Interactive & Social Media Mktg.
Steve Paik - Planner, CMM
Carl Phillips - Sr. Manager, CMM

AGENCY
TBWA\Chiat\Day Los Angeles *Lead Agency

Peter Bracegirdle - Managing Director, Nissan NA
Karl Dunn - Creative Director, Americas
Tito Melega - Creative Director, Americas
Rob Schwartz - Global Creative President
Craig Werwa - Acct. Director, Digital & Social


SUMMARY

The Nissan Z needed to reengage auto influencers prior to the revival of Nissans performance line. The goal was to grow the Nissan Performance social community by 50% and boost engagement. Immersion in Z car culture revealed owners passion for customization and dedication to documenting their upgrades. This inspired us to turn the Performance Facebook page into a virtual garage, where the ultimate fans would build the ultimate Z. The build process was documented for the world to see, doubling the size of the community and earning major media coverage.

CASE VIDEO


Hero Medium: Social Networking Applications

Medium Featured On Video: Interactive, Social Networking Sites/Applications, Events, Product Design, Consumer Involvement

Audience: New Audience, Men, Brand Influencers, Specific cultural or ethnic group, Young Men (20-35)

Objectives: Build, defend brand position

Type: Business to Consumer

Classification: National

Language: English