The “Most ____ Per Dollar” campaign includes a Facebook sweepstakes, an interactive iAd and downloadable music, as well as traditional channels such as direct mail, email, TV, print and out-of-home.
Nissan included an array of digital components to better reach the campaign’s young target consumer, said Bill Peffer, director of marketing communications at Nissan.
“We know that our target is people who are in their mid- to late-20s. They’re highly social, multicultural, family-oriented urban professionals and people who are for the first time getting real jobs. This is where and how they communicate in the digital space,” he said.
The campaign’s iAd will launch September 1 and use the gyroscope feature on Apple’s iPhone or iPad to offer consumers a 360-degree virtual view of the Versa sedan. Nissan will also begin the campaign’s out-of-home component next month, as well as run a homepage takeover of Yahoo.com on September 6 and MSN.com on September 13.
The automobile brand is offering consumers an exclusive download of a song by Foster the People that will not be otherwise released as a single until October, said Peffer. The song will be available August 29, the same day the campaign’s TV spots go live.
Consumers can also participate in the “Versa Road Trips” initiative by connecting their Facebook account to a dedicated website, which will go live in mid-September, said Peffer. On the site, consumers can create a road trip, share their route via Facebook, and submit the planned trip to Nissan for a chance to become one of five winners who will receive a 2012 Versa to take with them. Winners will film their road trips, with their videos being submitted into an online film contest.
The campaign’s direct mail and email pieces tout the car’s features, said Peffer. Despite the campaign’s target consumer skewing younger, he added that Nissan included direct mail because the average age of a Versa buyer is 47 years old.
Nissan will run the campaign through March, said Peffer.