In a day and age in the digital world where some brands are throwing ad dollars at the wall and hoping for something to stick, Nissan is being discerning. They are actually engaging strategy in their social and digital media capabilities, a practice many agencies leave out of their scope of work and leave in the hands of digital teams, which leave social to only be the executor’s, and not strategists. Nicola Kemp of Media Week UK comments that “sport and social media are such obvious partners that it is all too easy to declare the future of sports sponsorship will be played out primarily within the realms of 140 characters.” This is the type of social and digital strategy that is built in a planning period and not when only executing. In regards to Nissan, they are focusing their digital media efforts on large sponsorship’s (similar to an old OOH campaign from the 90’s, but layered with deeper analysis and data from today’s digital transparency.), less venues, larger audiences with targeting and live touch points with memorable experiences for consumers OOH & digitally.
Why It’s Hot
Large auto clients, as well as many other publicly traded companies (such as our clients) are shifting their trend of spending media budgets within agencies towards live events with highly targeted audiences. Years ago this was the same spend that was utilized at large scale and investment with substantial OOH sponsorship’s, however it lacked the targeting.
In the end, you only buy a car every 5-6 years (1-3 years for most single males 25-34 and 3-6 years for single females 25-34- Comscore March 2014*), so by the time you have reached the consumer they have already had ample time to make up their mind and cemented their own opinion. To prevent being left out Nissan hopes to be part of the long term conversation and have meaningful social and digital campaigns with targeted live events. “You need to be part of what people enjoy and you have to be meaningful.” Nissan will attempt this with live events surrounding sports such as their World Cup campaign’s this past year that focused on their Hispanic audience (hyper targeted demo and geo and behavioral).
The Goal is: Less, bigger and live