OFFICIAL PARTNER OF EMMY AWARDS by OMD New York for Infiniti

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OFFICIAL PARTNER OF EMMY AWARDS

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Industry Cars
Media Promo & PR, Case study
Market United States
Agency OMD New York
Released July 2010

Credits & Description

Category: Cars & Automotive Services
Advertiser: INFINITI
Product/Service: INFINITI QX56
Date of First Appearance: Jul 8 2010
Entrant Company: OMD, New York, USA
Entry URL: http://www.facebook.com/Infiniti
Group Director: Jeannine Ramer (OMD)
Strategist: Vanessa Hill (OMD)
Senior Manager, Media & Experiential: Kathy Roznowski (Infiniti)
Manager, Media & Experiential: Meghan Murphy (Infiniti)
Media placement: Activation/On-Ground - Vehicle Displays, Shuttles To Emmys Awards & Governor's Ball, A-List Talent Inte - 8 July 2010
Media placement: Public Relations - Joint Press Release Distributed - 19 July 2010
Media placement: Print - Emmy Magazine, 3X Insertions; Logo Inclusion In Hollywood Reporter, Variety And - 10 August 2010
Media placement: Social Media - Infiniti Facebook Page - Emmy Tab, Status Updates, 5X Total, Video Widget And Ph - 25 August 2010
Media placement: Social Media - Twitter - 25 August 2010
Media placement: Newspapers - USA Today - Emmy Pull-Out Section; Wall Street Journal - Weekend Journal - 27 August 2010
Media placement: Digital - NBC.com, Hulu, CNN, Google, Vanity Fair, 140 Proof, Access Hollywood, New York T - 27 August 2010
Media placement: TV - NBC - Ten :30 Spots, 3X Custom Vignettes Featuring The Cast Of "Community" - 29 August 2010
Media placement: Digital - Live Red Carpet/Emmy Awards Video Streams On NBC.com - 29 August 2010

Insights, Strategy & the Idea
Utilize the launch of the INFINITI QX56 to enhance brand perception and prestige, create buzz around the vehicle and drive sales by aligning with the 62nd Primetime Emmy® Awards (Official Automotive Partner of the Academy of Television Arts & Sciences). Inherent in the essence of INFINITI is the notion of “Inspired Performance”; the prestigious Emmy® Awards celebrate exceptional performances in Television Arts. This was a synergistic opportunity as this TV audience is less likely to DVR the show but instead watches it live.

Key media moments targeting A25-54 with $100K+ HHI were used, helping INFINITI mark a significant evolution in brand perception and firmly establishing Infiniti as a top contender in the Luxury Utility category.

Branded content was utilized to enhance INFINITI’s luxury positioning. A-list talent experienced our vehicles first-hand, and also was used in custom content. Beyond the traditional advertising sponsorship, we delivered a luxury experience on-air, on-line, print, experiential, PR and social media.

Creative Execution
INFINITI brought the brand to life in collaboration with NBC. Media outlets were used synergistically and simultaneously to ignite buzz leading up to the show:

-- Mass reach was achieved by using teaser units in the Wall Street Journal and USA Today

-- Digital media on NBC.com, Hulu, CNN, Google and others helped drive anticipation

-- Social media experience was enhanced via Twitter and INFINITI’s Facebook page

During the day of the ceremony, INFINITI distributed video clips and live video streams through a video widget/player placed on NBC.com, INFINITI’s Facebook page and the Red Carpet/Emmy Awards section.

During the pre-show and ceremony ten: 30 spots ran and seamless product integration was highlighted by three custom broadcast vignettes created by NBC. They featured the cast of “Community” inside the QX56. On-the-ground activation included A-list talent experience, a presence in Emmy Magazine and inclusion on the show.

Results and Effectiveness
-- Over 92MM total media impressions and 8.4 MM additional impressions gained from PR and Media coverage of the event

-- 18% growth in new Infiniti Facebook page followers

-- Over 1.1MM Twitter followers -- Infiniti became one of the “Top Tweets” during the ceremony

-- Infinitiusa.com traffic experienced a 63% lift during the hours of the show and a 93.5% lift for QX alone

-- 30 A-List Actors experienced the brand and helped on-ground activation garner a prestigious luxury brand perception

-- Sales of the QX56 rose 127% YOY in August and 68% YOY in September