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How Nissan Steers Product Launches on Social
Nissan is a world leader in automobiles. Nissan creates some of the most recognisable cars on the market today. Their partnership with Renault makes them 4th largest auto group in the world. France is one of the brand’s largest country-based divisions.
Nissan's Objectives on Social
Nissan, having won a contract from the City of New York to provide a new model of yellow cab—the Nissan NV200—wanted to celebrate and publicise its launch, as a new form of an internationally recognised icon of NYC. The company also wanted to find a way to generate more activity on social. As a global brand, they already had a substantial following, however, until that point their social media strategy had been focused more on product communications —mostly concentrating on new car models.
Nuke Suite’s analytic tools allow us to give our clients a complete look at who’s talking about them online, what they’re saying, and where they’re saying it.
Social Media Manager Nissan Europe
How Nissan Generated a Buzz on Social
Nissan France used Nuke Suite to build and run a significant promotional campaign for the release of the New Nissan NYC Taxi. Taking advantage of New York’s status as a desirable vacation destination, they released a promotional Facebook application for a user to win a trip to New York City. The application took place during the period leading up to the launch of the new taxi. The app integrated an interactive map of Manhattan, where fans could guess the location of a taxi hidden somewhere on the island. The winner—whose guess was closest to the taxi’s location—was rewarded with a vacation to New York. Designed to generate buzz in anticipation of the launch, the app aimed for wide-scale shareability, and the contest format was set up to entice the maximum number of people to try their luck.
43% of participants shared the app
Almost half the number of total entrants shared the app, earning Nissan significant amounts of earned media
85% of participants invited friends
85% of users invited friends to use the application, further promoting Nissan's brand awareness
500 new fans every day
Creating the application not only boosted Nissan France’s fan community, it also brough 500 new fans to the page for each day the app ran
Running a limited-time app campaign, Nissan saw a big boost in traffic and engagement. The four posts on Nissan’s own Facebook timeline saw tens of thousands of clicks, drawing thousands of users to the app. It , with 43% of fans sharing the app and 85% inviting friends. The brand activation developed product awareness for the new taxi and its launch, but also grew Nissan France’s fan community, bringing 500 new fans to the page for each day the app ran.
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