Nissan Ride Of Your Life Event
What happens when Nissan converts the four-door Altima into a racecar? The answer is the culmination of the Ride of Your Life Campaign. Nissan created the interactive campaign to generate buzz just before the 2014 ending sales event that touts several high performance Nissan vehicles, with the Altima taking center stage in the campaign. The campaign drives traffic to ChooseNissan.com, where customers enjoy Nissan’s highly touted national sales event.
The Plan
Nissan combines traditional television advertising and cutting edge video marketing by producing the Ride of Your Life Campaign. Since the release of the ad, Downtown Nashville Nissan has received dozens of calls from customers who live in the greater Nashville area, including the outlying communities of Franklin and Madison. It appears that Nissan has accomplished its goal of generating ‘buzz.’
Three participants took part in the Altima transformation campaign, with one participant left speechless by the incredible performance demonstrated by the 2014 Nissan Altima. “The “Ride of Your Life” campaign shows off the performance DNA that lives inside every Nissan and will help engage consumers nationwide, creating positive, lively conversation online and in person as we enter upon our year-end sales event,” said Jon Brancheau, Nissan vice president, marketing communications and media. “With a blend of performance, technology, superior fuel economy and more, Nissan vehicles are intended to give drivers the ride of their lives.”
Why Nissan Chose the 2014 Altima
By producing a short television commercial, Nissan delivers a potent message that the Altima represents the most dynamic family sedan. As our customers from Nashville, as well as from suburbs such as Madison and Franklin, can attest, the Altima presents the rare combination of supercharged performance and outstanding fuel economy. The sleek design heightens the Altima’s appeal, as does the plush interior that supports five adults comfortably. It was a no brainer to select the Altima as the Nissan vehicle to undergo a racecar transformation.
The Hook
In a groundbreaking television spot, noted director Brent Jones led a production team to film real people riding around the Horse Thief Mile at Willow Springs Raceway in what Nissan termed the company’s most advanced Altima racecar. As the participants found out after riding around the track, the Altima racecar was actually the standard Altima Sedan, which looks, sounds, and performs like a racecar. The shocked participants could only look at each other in disbelief, as they left the racetrack.
Nissan created the Altima racecar Ride of your Life Campaign in response to the success the company’s promotional strategy for the 2013 Camry. Both the Camry and Altima promotional campaigns demonstrate that the company’s four-door family sedans possess the capability of doing much more that providing safe transportation for parents and their children. However, the Altima campaign differs because the racecar theme that drives the ad is edgier and thus, the campaign attracts a younger audience.
Going Viral
Nissan has leveraged the Altima racecar ad by involving customers in the campaign. Downtown Nashville Nissan customers can interact by accessing the Altima Twitter pages. Moreover, Nissan plans to invite customers to share their most creative descriptions on what it is like to drive a Nissan. Captured on Snapshot, customers vie for the opportunity to win prizes that include Sony PlayStation 4. Our customers can stay abreast of the Ride of Your Life Campaign on YouTube, as well as other social media sites.
Our greater Nashville customers that include our friends from Madison and Franklin expect to drive high performance Nissan vehicles out of our dealership. After the Ride of Your Life Campaign, they may want to bring along a racing helmet.