Nissan builds on scavenger hunt strategy with
platform-specific clues, video
Nissan Motor Co. is showcasing the 2015 Altima sedan and
taking its interactive social media strategy to the next level following the
success of last year's scavenger hunt by posting clues on Twitter, Facebook,
Pinterest and Instagram that ask guests to find a hidden vehicle and offer the
chance to win a 2015 Nissan Altima.
The brand’s success last year with its “Ride of Your Life”
campaign prompted it to roll out another interactive hunt, where fans can
receive clues from social media to find a 2015 Altima that has been hidden by a
fictitious character, called the Mastermind. The contest speaks to Nissan’s growing
focus on mobile and its attempt to reach more on-the-go consumers who
frequently use their smartphones or tablets to peruse social media applications
such as Twitter and Facebook.
“The Altima Chase contest was a strategic choice by Nissan
to support our Altima Ride of Your Life TV campaign via social media,” said Rob
Robinson, senior specialist of social communications at Nissan North America,
Franklin, TN. “This is an integrated marketing campaign, and we wanted the
Chase to mirror the overall campaign in style and feel while including its own
unique and purposefully social elements.
“Our hope is that it will be a good fit for our fans and
will also represent the whole campaign well.”
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