THE GAME UNLEASHED by OMD Chicago for Nissan

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THE GAME UNLEASHED

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Industry Cars
Media Promo & PR, Case study
Market United States
Agency OMD Chicago
Released October 2010

Credits & Description

Category: Best Use of Online Advertising
Advertiser: NISSAN
Product/Service: NISSAN JUKE
Date of First Appearance: Oct 10 2010
Entrant Company: OMD, New York, USA
Entry URL: http://www.maxim.com/gameunleashed
Associate Director: Brad Souva (OMD)
Director, Ignition Factory: Dario Raciti (OMD)
Strategist: Ravi Naik (OMD)
Director, Marketing Communications & Media: Erich Marx (Nissan)
Senior Marketing Manager, Nissan Media Operations & Direct Marketing: Chad Jacoby (Nissan)
Media placement: Online - Microsite - 10 October 2010
Media placement: Co-Branded Units - Digital Co-Branded Units; Maxim Magazine Co-Branded Page, 11/10 Issue; E-Newslet - 10 October 2010
Media placement: Xbox LIVE - Live College Showdown Voting Page - 3 November 2010
Media placement: Xbox LIVE - Clues Challenge Puzzle Game - 3 November 2010
Media placement: Xbox LIVE - Maxim And Juke Videos And Sweepstakes - 3 November 2010
Media placement: Public Relations - National And Local Media, Including Chicago Sun, The Daily Habit, KDKB 93.3 - 10 October 2010
Media placement: Online - Maxim.com Editorial Links - 10 October 2010

Insights, Strategy & the Idea
Introduce the new JUKE automobile and develop a unique integrated program targeting men 18-34 who like sports, women and “friendly competition”.

Leverage the power of the Maxim brand in print, online, mobile and Xbox to reach young men at multiple touch points throughout their day with NISSAN JUKE branding. Communicate NISSAN JUKE branding messages through an integrated marketing program centred on the lifestyle surrounding College Football in a voice that is true to JUKE target and Maxim.

For eight weeks some of the nation’s top teams were pitted against each other in categories ranging from cutest cheerleaders to best tailgates. Fan votes decided the outcome. At the end, one school won a Maxim party and one person plus guest won a trip to the BCS Championship Game hosted by “Maxim Hottie” April Rose (our program’s host). The individual winner also received an all-new NISSAN JUKE.

Creative Execution
Contextual co-branded print and online ads drove users to the JUKE sponsored microsite - The Game Unleashed. By leveraging a female host, and associating the Juke with her, we gave the JUKE brand a persona of being sexy and edgy.

Weekly press releases were distributed to over 650 local and national media channels promoting the Game Unleashed program.

NISSAN ran four ad pages in the November Maxim magazine, including a spread advertorial promoting the Game Unleashed sponsorship and featuring April Rose and the all-new NISSAN JUKE.

A football-themed experience featuring the Juke busting through a banner welcomed users to the microsite and set up the JUKE branded microsite. Throughout the microsite, users were able to learn more about the vehicle. Users could also win a free 1-Year Maxim subscription by watching a: 60 JUKE spot and correctly answering 7 questions related to the JUKE commercial.

Results and Effectiveness
The Juke was so successful that inventory quickly sold out. During the month of this campaign, Juke experienced huge success, selling at 139% of goal.

We engaged with almost half a million users, who spent about two minutes online with Juke and opted-in to receive more information (29% opt-in rate).