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In the 4th Quarter of 2009 Nissan was running a campaign positioning the driving of their vehicles as the “Best Part of Your Day”. Simon Pure was brought in to bring the campaign to life on the streets in hopes of reaching potential customers and keeping Nissan top of mind. We delivered a program with social media and street level touch points.
Over the course of six-weeks, our team of promotional reps hit the streets of Toronto, delighting consumers with little surprises to bring big smiles to their faces.
These experiences included: free Starbucks gift cards, hot dog vendor takeovers, free movie passes distributed on red carpets in front of movie theatres, and holding huge umbrella’s for groups of commuters on rainy days. The grand finale of the program saw a mobile Christmas tree and team of carolers parading a mobile Christmas tree, spreading joy and inviting people to pull gift envelopes from it.
• 20,000 1 on 1 street interactions
• 150,000+ live experience witnesses
Our strategy was to use blogger outreach and social media platforms to generate excitement about the activations. Bloggers were offered exclusive news in exchange for driving traffic to Facebook and Twitter. Twitter was used to tease our locations (sometimes as photos of the area we would be in, sometimes as riddles and on occasion we asked people where they would like us to come to). We used Facebook to collect and share feel good stories and content that related to the best part of people’s days. We also posted pictures from each day’s activation. All people photographed were directed to the Facebook page via collateral material and encouraged to tag their pictures.
On YouTube we posted videos of people having their “Best Part of Your Day” experience, really bringing the program to life for those that had yet to experience it live and providing a little fame for those captured.
• 5,500 hits to Nissan’s corporate website
• 50,000 YouTube video views
• 100,000 hits to Facebook news feeds
• 120,000 hits to Twitter feeds
Energizer
CAPCOM
Energizer
Mill Street
Curiosk