My Versa Road Trip

Objective

Nissan launched an interactive social media campaign to promote the all-new 2012 Nissan Versa sedan, leveraging experiential marketing to build emotional engagement with the brand. The campaign combined digital gameplay with real-world prize fulfillment, offering six lucky winners and their friends a fully sponsored road trip in a new Versa. The initiative aimed to drive awareness and desirability for the new model among young, social-media-savvy audiences.

Solution

MyVersaRoadTrip.com was a Facebook Connect-enabled web experience where users created custom road trips by selecting routes on Google Maps, inviting up to three friends from their Facebook network, and submitting why their digital journey deserved to become reality. Participants shared their trips with social networks to gain visibility. Six winners were selected to undertake actual road trips with their chosen companions in a new Nissan Versa, which they could keep. The campaign featured celebrity content from actor and podcaster Adam Carolla (via his ACE Broadcasting company), including videos about his 'Adam Versa' identity and hypothetical road trip scenarios. Post-campaign, footage from the winning trips was edited into short films for an online festival debuting in January 2012.

Results

Not published.