u of Memphis Nissan Book 2012

8/2/2019 u of Memphis Nissan Book 2012

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AdventureDriven by You


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contentsT A B L E O F

summaryE X E C U T I V E

Driving has become a mundane experience. Driving to work, driving to school, even

driving to run errands has become boring. The drives become repetitive, the cars are allsimilar and ew people can really stand out in a crowd o trac.

What i Nissan could allow drivers to eel unique, important, special and emotionallyconnected with their car?

Multicultural millennials are a target audience that desires just that. They want to standout and make a bold statement that denes who they are. They want to have their caras a personalized expression o themselves.

When we began to look closer, it was obvious what was needed to make Nissan thebrand that this target chooses when they purchase a car. Nissan must position itsel in

a way as to be top o the mind to its target. Having the knowledge that MC millennialswant to be unique and stand out among others, our idea came to us. Their drives, ongood days and bad days, road trips or just a trip to the store, are ALL adventures. Their

Nissan will be unique to them, an outward expression o themselves as they take on

daily adventures.

Making Nissan stand out is a big challenge; a challenge that means creating avorabilityamong the target and building the awareness that Nissan can be customized to you.This audience is going to be dicult to reach, but by taking advantage o social media

and having a customized media schedule with targeted events, Nissan will have noproblem grabbing the targets attention. Our goal is to bring the excitement o adventureback into the MC millennials lives and allow them to travel on a unique road map

created by them.

THE APPROACH

MARKETING INDUSTRY ANALYSIS

COMPETITIVE ANALYSIS SWOT ANALYSIS

THE TARGET TARGET DESTINATIONS

RESEARCH ROADMAP HOW THEY THINK DEALERSHIP INSPECTION

THE BIG IDEA

ADVERTISING OBJECTIVES MAGAZINE TELEVISION OUT-OF-HOME

INTEGRATED COMMUNICATIONS DEALERSHIP ENVIRONMENT WEBSITE MICROSITE SOCIAL MEDIA

PUBLIC RELATIONS & PROMOTIONS

MEDIA

CAMPAIGN EVALUATION


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START

STOP

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approachG E A R S O F

POWERING UP

WHEELS TURNING

GATHERING SPEED

WINNING

Uncovering MC millennials attitudes in lie, their wants, needs, passions and preerences.Wanting to gain their interest, we must rst understand them and what makes them who

they are.

Discovering how the target sees the Nissan brand. Is Nissan a reputable carmanuacturer? What is the Nissan dealership atmosphere? Understanding the perceptiono Nissan will reveal the tools needed to target MC millennials.

Interpreting the perceptions o Nissan. Create an eective way to overcome theseperceptions and infuence the target. Strategically understanding the way they

communicate will help.

Exceling past the competitors by using a creative and distinguishing campaign.Dierentiate Nissan rom its competition, giving it new awareness and avorability amongthe target. Surpass competitors in market share.

39% of millennials are multicultural.1


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analysisI N D U S T R Y

In a society o ast-paced liestyles, ever-changing trends and the increasing importance o sel-dening style, marketers o vehicle brands ask themselves:How will this brand supersede competing brands?

Nissans new campaign strategy should embrace the individuality and relate to the interests o its MC millennial target consumers. With a voice thatrecognizes the target consumers current lie stages more than its competitors, Nissan can more eciently increase awareness and ongoing avorabilityamong Arican-American, Hispanic-American and Chinese-American millennial U.S. consumers. Beore this can be accomplished, Nissan must rst evaluate

the current and impending situations o the economy, competing brands, technology, language barriers and environment.

Regarding economic situations, the cost o gas steadily risingis prompting consumers to use more uel-ecient vehicles.Although the economy fuctuates, car sales are increasing, almostdoubling what they were just several years ago. The currentyear alone is projected to hold the most in car sales since therecession.

Competitively, Toyota and Honda hold the majority o marketshare and their high investments in advertising challenged Nissan

during its recalls.

Technological advancements are allowing or online purchasingo vehicles to grow more popular, limiting dealership infuence.

Because o language barriers, advertising challenges are acedin Hispanic and Chinese-American target consumers whocommunicate in their native languages and dialects. There aretwo Chinese languages to consider or translation.

Environmentally, awareness o smog-control and preservation o

resources are the causes or more eco-riendly vehicles.

analysisC O M P E T I T I V E

Currently, Nissan is in a healthy state with MC millennials. Nissans competitors in the MC millennial market are Toyota, Honda, Chevrolet, Ford and

Hyundai. Nissan ranks third with MC millennials ater Toyota and Honda. Positioning its marketing theme Innovation or All, Nissan commits itsel todiversity. Nissan is involved in Habitat or Humanity, sponsors both the Heisman and NCAA ootball in addition to tness programs. Nissans sales increased10 percent as o Feb. 2, 2012. To surpass competitors and stay on top o Chevrolet, Ford and Hyundai, Nissan must evaluate the strengths o each brand.

TOYOTA

Moving Forward Positioned as a reliable, well made car; holds the largest threat

to Nissan Known or leading in environmentally riendly vehicles Involved in amily literacy program $100 million investment in Sustainable Mobility: advanced

technologies, urban environment and energy Recent sales decrease as o Nov. 2, 2011

HONDA

The Power o Dreams Positioned as maker o innovative vehicles with new technology in

automobiles and motorcycles Known or reliable, uel-ecient, environmentally riendly vehicles Creator o Honda North American Diversity Committee that regularly

ocuses on the importance o diversity Takes part in several philanthropies including: disaster relie,

environmental and youth education programs Recent sales decrease as o Nov. 2, 2011

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CHEVROLET

Chevy Runs Deep Continuous communication to multicultural audiences Known as the all-American car and attractive, uel-ecient

vehicles Teamed up with Spotiy, the nationally known award-winning

digital music service Oers OnStar roadside assistance service with every car Appeals to millennial consumers with celebrity endorsements

like Brad Paisley, Snoop Dogg and Billy Joel Increase in sales as o Jan. 2, 2012

FORD

Drive One

Continuous communication to multicultural audiences Known to be more economically made but also an Americanstatus symbol

Involved in unding students through scholarship andelementary educational support

Developing renewable recyclable materials, countering thenuclear waste concerns

Increase in sales as o Jan. 2, 2012

HYUNDAI

New Thinking, New Possibilities

Continuous communication to multicultural audiences Involved in diversity programs like HOPE on Wheels, Latin

Grammys, Black MBA Scholarship Award Luncheons,

American Heart Association Power Black Family Celebration,Korean War Veteran Celebration and Backpacks or Kids

Encourages and values customer eedback and makes it readilyavailable or customers to do so on the Hyundai website aswell as in dealerships

Rising in market share as o Nov. 2, 2011; increase in sales aso Jan. 2, 2012

analysisC O M P E T I T I V E

STRENGTHS

Vehicle line-up oers consumers a type o car in every segment Established car brand, known or good gas mileage and durability

Currently in a healthy state with multicultural consumers Obtained an overall sales increase o 18% through 2011, passing

Hyundai to become the United States ourth best selling nameplate or

cars

WEAKNESSES

Limited awareness o Nissan among the target audience Rarely recognized as a top-o-the-mind brand o the target Perceived as too expensive and a middle-aged or older drivers vehicle

OPPORTUNITIES

Use greater acilitation o social media platorms to create awareness

Dierentiate by drawing emphasis towards Nissans durable, stylish andeconomically riendly cars that refect various personalities

Present innovation and technologies as distinguishing eatures

Express uniqueness and individualism towards buyers through both the

campaign and the dealerships

THREATS

Toyota, Honda, Chevy, Ford and Hyundai are big players in themulticultural market and oer similar products to Nissan

Hyundai, although behind, is growing in both total market share andtotal multicultural share more than most brands, including Nissan

Ford is close behind Nissan in market share o the MC millennials

analysisS W O T

objectivesM A R K E T I N G

To build awareness and lasting avorability among Arican-American,Hispanic-American and Chinese-American millennial consumers in the

United States To increase market share across the multicultural target

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FRIEND REQUESTERS (AGE 18-23)VALS: Strivers, ExperiencersPRIZMS: City Startups, Young and Rustic, Mobility Blues

HECTOR MARTINEZ, a Mexican-American student, wants to have un but also berespected as an adult. Working part-time at an electronics store, Hector is a ull-timestudent and maintains his own blog. Though he is studying video production, he has

not gured out exactly what he wants to do with his lie, but he knows what he wantsnow. His Hispanic heritage is important to him and he uses it as a distinguishingcharacteristic in his lie, which he documents via video blog. Hector is bilingual,

speaking Spanish at home.

GLORIA PATTERSON, an Arican-American, is a pre-med student. She enjoyscommunicating with her amily over the Internet through video chat on her

smartphone. Gloria hopes to be a doctor and travel overseas to countries in need omedical aid. Being eco-riendly is also important to her as she strives to better theenvironment.

RESUME BUILDERS (AGE 24-29)VALS: Innovators, Strivers, Experiencers

PRIZMS: Young Digerati, Second City Elite, Bohemian Mix, Boomtown Singles, New BeginningsMICHAEL WONG works in San Francisco or a large technical security rm. His goalis to balance his fourishing career while also eeding his adventurous side. Connected

through social networking, Michael uses Facebook groups or both business contactsand planning mountain bike excursions. Michael distinguishes himsel in the oce asa proessional, yet still wants to be considered stylish and unique. As a Chinese-

American, Michaels ability to speak Mandarin helps his networking at work and whilevolunteering at the community center in Chinatown. Despite his busy liestyle, hestays connected with those who share his cultural background.

ALICIA HERNANDEZ, a realtor in Miami, is in the early stages o her career butdoesnt want to be identied only through her job. As a strong Hispanic-Americanwoman, her career serves as economic support while she transitions into the nextstages o her lie. Alicia enjoys a un night out with the girls but to be respected as an

independent proessional is very important. Alicia speaks Spanish when she visits heramily.

DOUBLE DATERS (AGE 22-29)VALS: Achievers, Experiencers, MakersPRIZMS: BriteLites, Lil City, Bohemian Mix, Cosmopolitans, Greenbelt Sports

ANTHONY AND MICHELLEAnthony, an Arican-American and Michelle, aChinese-Americanare an interracial couple living in Washington, D.C. In

addition to their identity as a couple, they also dene themselves culturally.Instead o keeping late nights and maintaining a constant on the go liestyle,they now ocus on balancing proessionalism with un and quality time. They

are highly involved in the digital age, which allows them to connect with theirriends and amily.

targetT H E

Millennials, individuals 18-29, areone o the most dicult generationsto reach. Within this generation areMC millennials, including Hispanic-Americans (19%), Arican-Americans(14%) and Chinese-Americans (5%). Withhigh percentages in each o the threesegments, Nissan must resonate withcultural roots to eectively advertise in apersonal way.

These MC millennials strive to maketheir own unique statements by whatthey purchase. They value individualism.They want to make a name orthemselves in the world. They value

staying true to identity within theirculture. They are passionate aboutlie and want to pursue their passions.They love having un and trying new,exciting things. They hold style to a highregard, as well as quality and reliability.Understanding the target is key orNissan.

MC millennials signicantly preersocial media to socialize but also usethe Internet as their main media outlet

to seek inormation. Television, radioand print media are used requently, aswell. These individuals are more apt tonotice extraordinary ads eaturing socialmedia as a new cool actor. Overall,each segment o the target leads a busylie, usually is attracted to the newestand most reliable technology andmultitasking.

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01 New York, NY02 Atlanta, GA

03 Chicago, IL04 Washington, D.C.05 Philadelphia, PA06 Dallas-Ft. Worth, TX07 Miami, FL08 Los Angeles, CA09 San Francisco, CA10 Sacramento, CA11 Houston, TX12 San Antonio, TX13 Las Vegas, NV14 Seattle, WA

15 Detroit, MI16 Boston, MA17 Baltimore, MD18 San Diego, CA19 Orlando, FL20 Austin, TX

HISTORICALLY BLACK COLLEGES AND UNIVERSITIES

Morehouse College, Spelman College, ClarkAtlanta UniversityAtlanta University CenterConsortium (GA)

Florida A&M University (FL)Hampton University (VA)Howard University (DC)

Southern University (LA)

HISPANIC-AMERICAN SCHOOLS

University o Texas-El Paso (TX)University o Caliornia-Los Angeles (CA)Caliornia State-Dominguez Hills (CA)Florida International University (FL)University o Texas-Pan American (TX)Arizona State University (AZ)

CHINESE-AMERICAN SCHOOLS

University o Caliornia-Riverside (CA)University o Caliornia-Irvine (CA)Stanord University (CA)New York University (NY)University o Caliornia-Berkeley (CA)University o Washington (WA)

destinationsT A R G E T

For our campaign to be eective, we ocused on 20 DMAs which have the highest concentration o MC millennials.

coverageC A M P U S

MC millennials who attend college have an index o 132; thereore, placing extra emphasis on college campuses would be benecial or Nissan. Colleges

that have a high number o MC millennials include:

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road mapR E S E A R C H

15 200 2,0953 10PERSONAL

INTERVIEWS

FOCUS

GROUPS

SECRET

SHOPPERS

ONLINE

SURVEYS

FACEBOOK

IMPRESSIONS

To urther study and enhance our insights o MC millennials, we held ocus groups and conducted surveys. For our ocus groups and surveys, we designed

questions to help us understand what they seek in vehicles.

Style, price and gas mileage are held to the targets highest standards. We also are now aware o the targets amiliarity with Nissans vehicles.

We urthered our research through personal interviewing and secret shopping to understand the interaction between the dealerships and the targetsegments and to gather inormation rom their perspective.

Gathered inormation

on how dealers think andeel about Nissans target.

Talked with groups o

6-11 people within thetarget to gain in-depthinormation on their brand

perceptions, shoppinghabits and importantbuying actors involving

vehicle purchase.

34 African-Americans

14 Hispanic-Americans

10 Chinese-Americans

Analyzed Nissan

dealership atmosphereand dealer interactionrom our targets

perspective.

Furthered understanding

o the targets insightsand opinions aboutNissan.

Communicated with

multiple universitystudents and the targetmarket according to their

interests and currentlocation.

2,271RESEARCHIMPRESSIONS

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they thinkH O W

FOCUS GROUPS

Each individual had dierent interests, backgrounds andcultural roots. Participants were brought to a room where wecreated a relaxed atmosphere and casually discussed vehicle

opinions. In each group, we intentionally asked generalquestions about car brands and eatures and then launchedinto questions more ocused on the Nissan brand. This was

to eliminate bias.

We also showed the participants various advertisements to

gain opinions on Nissans impact and likeability. We learnedthat Nissans advertising adds to the category clutter anddoes not stand out. Most could not recall a memorable ad.

We also determined most participants use the Internet andtelevision, including mobile, tablet and computer platorms,

validating our secondary research. Facebook proved to bean integrated orm o communication with Twitter ollowingclose behind. When seeking inormation o vehicles, most

visited the brands website, consumer reports and KelleyBlue Book.

ONLINE SURVEY // FACEBOOK IMPRESSIONS

With the inormation rom ocus groups, we constructed our survey toappeal to the targets styles and personalities. Reputations o brands play a large part in their purchasing decisions.

They want to drive something that others can be jealous o andrefects their individuality.

They would not purchase a car i it werent stylish; they want to

drive a vehicle that looks good because ultimately it makes themlook and eel good.

Because they want to invest their money wisely, they preer to

conduct research beore purchasing a vehicle. They consider the attitude o the dealer, the customer service

availability, a knowledgeable sta and an inviting dealership

atmosphere as important. They desire to purchase a vehicle that is uel-ecient, o high

quality and most importantly, reliable with a warranty.

They see several eatures including anti-thet device, cruise control,dual climate control, keyless entry, heated seats, leather seats,memory seats, push button start, navigation system, rearview

camera, side airbags, sunroo and traction control as luxury eatures. Social media are not their primary method rom which they seek

inormation on vehicles. But they would ollow, like and subscribe i

there were promotions or giveaways.

We observed gender and age dierences, two critical actors

to Nissans uture advertising and communication with MCmillennials.

genderI M P A C T O F

ageI M P A C T O F

Females were more interested in purchasing an all-electric car.

Females had visited the Nissan website. Males were more partial about the importance o the

iPod/MP3 adapter and premium sound.

Brand popularity was more important to those 18-23than those 24-29.

Music was more important to those 18-23 than those24-29.

Visiting the website was more important to those24-29 than those 18-23.

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inspectionD E A L E R S H I P

PERSONAL INTERVIEWS

Through personal interviews, we were able to understand a dealers

perspective o the selling situation. While it is important to know howthe target audience thinks, it is also just as important to understandhow the dealers who interact with these customers think.

We determined how dealers perceive the target and how theythought they should speak to them. Interviewees described the

upbeat natures o MC millennials who value style, uel-eciency andprice. These ndings urther established our secondary and otherprimary research that MC millennials desire to be unique, stylish and

cost-conscious.

SPOTLIGHT ON DEALERSHIP CONFLICTS

SECRET SHOPPERS

Ater secret shopping at various Nissan dealerships in Memphis andNashville, we observed the environment MC millennials experience. Weobserved the nature and attitude o the dealers, the organization o the lots,

the atmosphere o the dealerships and the overall variety o cars.

All customers who visit a car dealership:

Want to be catered to in a relaxed, open environment where they eelree to ask questions without the added pressure o buying a vehicle

Desire to be treated equally, regardless o their culture, skin color,gender or age

Want a variety o colors, styles, models and eatures to be available

Want the salespeople to have an understanding o all o the models

They preer to experience something beore they make a purchase. From

observing dealerships, we realize that the personal relationships with thecustomer matters most.

Limited Materials

Pressured Atmosphere

Unequal Treatment

Poorly Trained Sta

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considerS O L U T I O N S T O

NEED ONE: DEALERSHIP LIKEABILITY

It is clear that the target audience desires to eel welcomeand is attracted by the atmosphere and dealer/consumer

interactions. One unriendly experience at one dealershipcan possibly turn the target away rom the brand as a whole.Establishing dealership likeability will not only improve the

customer perceptions o the dealership but also the reputationas a brandsomething Nissan desperately needs as acompany that sells cars.

Customer service goes hand-in-hand with reliability. Hyundaioers trade-in value guarantee and General Motors oers

Onstar. What unique customer service aspect will Nissanoer? Research shows that customer service establishesa avorable connection with dealerships and the brand.

Research illustrates that all o these spiraling eects primarilybegin at a dealerships reputation as it refects upon the brand.

Nissans marketing objectives can be achieved through improvingdealership interaction and implementing positive publicity o the

brand. Currently, Nissan alls into just another car brand option.Instead, Nissan should promote an awareness movement torevamp its perception and to create a desire not only in the minds

o those who are actively seeking new vehicles but also in thosewho have not yet thought to search or one. Nissans advertisingand reputation should pervasively establish a position in the car

market that better highlights on social media, unique styling andluxury eatures at prices MC millennials believe they can aord.

known & wantedM A K I N G N I S S A N

NEED THREE: ATTENTION-ATTRACTING ADVERTISING

Nissans style o cars is not outdated as its varying body styles

prove to be signicantly dierent and innovative. Knowingthat MC millennials want vehicles with original design thatappeal to their need or sel-expression and personalization,

Nissans advertising will relate to them through striking visuals,a personable message and strong media selection. Additionally,we will dene the brand in a way that distinguishes the target

as individuals; position Nissan as the brand that assists themthrough their lie transitions; and align the brand with currenttechnological trends.

NEED TWO: SPEAKING THE GENERATIONS LANGUAGE

We need to speak in their languagesocial media.We suggest extending Nissans use o social media to

include a new interactive microsite, a blog, an eventssmartphone app; using Shazam and Foursquare apps orpromotions and advertising; and expanding Facebook,

Twitter and YouTube through status updates and

common hashtags.

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big ideaT H E

AdventureDriven by You

DRIVING THE POINT HOMEWhat denes an adventure? Is it exploring a new continent? Is it climbing Mount Everest? MC millennials are redening their

adventures. Experiences ound in history books and movies set in distant places are now being documented through Twitter andFacebook because MC millennials make every eort to view their average experiences as personalized adventures.

WHY WE CHOSE ADVENTURE DRIVEN BY YOU

MC millennials interact with two categories o eventsdaily experiences and major lie transitions. We plan to position theNissan brand around both.

Adventure Driven by You will convey their ability to nd and create adventure in their everyday lives. Social media have becomean outlet or MC millennials to document and share their adventures. Our campaign will not only deliver our target audience an

innovation or adventure but also encourage them to share their Nissan adventures through social media. The campaign ocuseson their desire or every day to be an adventure and Nissans ability to provide the innovation needed to attain that goal.

200

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Social media post gives

a personal account o anadventure.

Photo on smartphoneo core model and

adventure.

Copy incorporates avehicle eature, Nissans

innovation theme and

the #AdventureNissanhashtag.

Headline gives a

bold summary o the

adventure.

Nissan logo and new

tagline.

Fine print displaysstarting price andoptions shown.

A call to interaction

and a QR code link to

the new microsite.

big ideaT H E

KEY FINDINGS

ADVERTING OBJECTIVES

To increase knowledge o the brand among the target market

To position the Nissan brand as a way or members o the

target audience to dene themselves and their actions in away that distinguishes them as individuals

To position the Nissan brand as the vehicle or key to help

transport MC millennials rom one transition o lie to thenext

To align the Nissan brand alongside current technological

trends, while showing its innovation o design and style

WE PLAN TO ADVERTISE IN THE FOLLOWING:

Cable and Network Television Internet

Magazines Billboards

In-stadium

Restroom Movie Placement

Transit

ScreenVision Mobile

Grati

Mall Displays Green Grati

MC millennial are searching or their personal identity. Because they are undergoing major lie transitions, they want to express themselves while stillprojecting their attitude and ethnicity.

Optionsshown. NissanAll-Mode 4WD available onspecifc models only.

Pathfnder startsat $28.940.

WorkIn.Work Out.Head to the top, at the ofce or the mountains

with All-Mode 4WD. The Nissan Pathfnder is

the innovation to your adventure.

Share your #AdventureNissan

Michael W. 10 minFought an uphill battle at work. Time for a

downhill adventure.

Scan the code to defne your Adventure.

advertising

M A G A Z I N E

Theywanttostarttrends.

Theycraveself-expressionandcommunicatethroughtweets,posts,links,likesandstatusupdates. Theyjoincausesbecausetheywanttobeapartofsomethingbiggerthanthemselves.

Theyfocusonefciencysotheycanslowdownandenjoytheride.

Theyliketobreakthemoldwithmusic,artanddesign.

Theystartcareersandinventjobs.

Theywanttoexperiencenewplacesandmoveforward.

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Gloria Patterson 5m

Won tickets to the big game. Drove 8 hourswith friends. Let the tailgating begin!#AdventureNissan

Sedan model shown. Interior size diers between sedan and coupemodels. 60/40 Split old-down rear seats allows or confgurable space.Altima Sedan starts at $20,550.

Step Up Your Game.With enough room for four excited fans and

tailgaiting suppplies, theres no reason to

be stuck at home watching from the couch.

The Nissan Altima is the innovation to your

adventure.



Live InComfort. Live Out Dreams.

No matter where you want to go, 38 miles per

gallon lets you fll your car with more memories

than gas. The Nissan Versa is the innovation to

your adventure. Share #AdventureNissan

Anthony and Michelle 15 min

First stop: Forever after and everything in between.

Options shown. 38 mpg is highway driving. Versa starts at $10,990. Scan the code to defne your Adventure.

JustMarried

advertisingM A G A Z I N E

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Options shown. Nissan Navigation System only available in certain models.Nissan Sentra starts at $16,250.

You may not know where youll end up,

but with a voice guided navigation system,

youre guaranteed to get there. The Nissan

Sentra is the innovation to your adventure.


You Have Arrived.

Alicia Hernandez @Miami, FL

Finished the interview tour. Got offers in fourdifferent states. Just took my dream job in Miami!1 min ago via foursquare for iPhone


Options shown. Nissan All-Mode 4WD available on specifc models only.

Pathfnder starts at $28.940.

WorkIn.WorkOut.Head to the top, at the ofce or the mountains

with All-Mode 4WD. The Nissan Pathfnder is

the innovation to your adventure.


Michael W. 10 min

Fought an uphill battle at work. Time for adownhill adventure.


advertisingP R I N T

The below magazine ad will be translated into Spanish.

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spotT E L E V I S I O N

The 30-second spot brings to lie the Altima print ad. It shows the adventure o Gloria Patterson rom beginning to end, the involvement o Nissan and heruse o social media to share her adventure. We take advantage o the Shazam app as a way to initiate urther interaction with the target by tagging our

original music in the commercial and providing a direct link to the UR Nissan microsite.

FRAME 1

MUSIC: Upbeat song beginsand continuesSFX: Twitter alert (dinging bell)

FRAME 2 - FRAME 5

MUSIC: Continues

FRAME 6

MUSIC: ContinuesSFX: Twitter alert (dinging bell)

FRAME 7

MUSIC: ContinuesSFX: Audio rom YouTubeVideo

FRAME 8 - FRAME 10

MUSIC: ContinuesSFX: Snapshot sound

FRAME 11 - FRAME 12

MUSIC: Music goes low andunder, ading out.

NARRATOR VO: Innovationor Adventure. Innovation or

AllSFX: Nissan logo sound.

FRAME 1 - SHAZAM FRAME 2 - READY TO BEGIN MY

#ADVENTURENISSAN (TWEET)

FRAME 3 - IN THE

ALTIMA

FRAME 4 - ON THE ROAD

F RAME 5 - ICE CR EAM DATE F RAME 6 - M EET UP FOR BUR GERS

BEFORE THE GAME (FOURSQUARE)

FRAME 7 - #ADVENTURENISSAN

BEFORE THE BIG GAME (YOUTUBE)

FRAME 8 - PULLING UP TO THE

FOOTBALL STADIUM

FRAME 9 - GETTING OUT OF THE

ALTIMA

FRAME 10 - HANDS PHONE TO

FRIEND FOR A PICTURE

FRAME 11 - PHOTO TAKEN

AND POSTED ON TWITTER: MY

#ADVENTURENISSAN TOOK ME ALL

THE WAY TO THE BIG GAME!

FRAME 12 - LOGO PRESENTATION

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advertisingO U T - O F - H O M E

IN-STADIUM

BILLBOARD

GREEN GRAFFITI ON COLLEGE CAMPUSES

GRAFFITI WITH QR CODE ON BUILDING WALLS

MC millennials are out and about, so we will meet them where they are: on the road, on a run, at a game or on campus.

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advertisingO U T - O F - H O M E advertising

O N L I N E

Adventure Driven byYou

Its your world. Its your life.



19/35

environmentD E A L E R S H I P

Making changes to the dealership experience isan essential part o improving the Nissan brand.

Adapting to the technological advances is importantor dealerships to operate eciently and engagecustomers in an interactive experience. Embracing

technology draws in MC millennials who not only ndthese advancements useul but also are enthusiasticenough to adopt them into their everyday lives.

Along with being up-to-date on technology, ocusingon improving sales associates perormances

is undamental since they are Nissan brandambassadors. Providing them with the tools toeectively promote Nissan and connect with

customers creates a solid oundation or lastingcustomer relations.

The overall goals or changing the dealershipexperience are to attract and win new clients as wellas to nurture and retain current clients by embracing

and using new technology, giving employees theresources to become brand ambassadors o Nissanand continuously working to make customers

experiences outstanding.

KEY FEATURES OF INTERACTIVE KIOSK>>

Locate one digital kiosk at each o the1,100 Nissan dealerships with access to

brochures o cars, Internet connection

to the Nissan websites and micrositesand the option or customers to sign

up with their email address to haveinormation sent to them.

The kiosk includes a 19 inch-LCD touch screen display in anaircrat-grade aluminum enclosure,

Logitech sound system, vandalresistant locking mechanism,internal service keyboard/trackball

and wireless kit.

QR CODE ON VEHICLES

Every car will have a QR code thatlinks directly to the cars inormationpage on the Nissan website.

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DEALERSHIP INTERACTION CONTEST

Create Undercover or Cash, a mystery shopper

contest. Customers sign up on the website to complete an

evaluation o their dealership experience.

Dealerships with the highest customer service ratings

will be distinguished as a 4-star dealership andpossibly win additional prizes.

Each person who participates is eligible or a monthly$1,000 prize.

REVAMP DEALER BUSINESS CARDS

Equip all sales associates with business cards thathave a QR code linking to the Nissan Contact Us

webpage. MC millennials can obtain inormation about the

Undercover or Cash contest.

NISSAN BRAND AMBASSADOR POSTERS

Supply posters and handouts in the break roomto remind sales associates how best to representNissan when dealing with MC millennials.

JEFFREY SMITH

Sales Consultant

Oce: 214-475-3948Cell: 214-394-4958

Fax: 214-354-5894

[email protected]

VISIT OUR WEBSITE BY

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ABOVE WITH YOUR

SMARTPHONE. FIND

OUT HOW YOU CAN BE A

MYSTERY SHOPPER FOR

NISSAN AND WIN CASH!

environmentD E A L E R S H I P

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designW E B S I T E

Although the current Nissan website is successul in both content and design, it lacks qualities that would attract and captivate the target audience.Introducing a microsite designed or MC millennials is an approach that allows the ocus to be completely on them without abandoning the current website

that caters to a much larger public.

The Internet provides unlimited access or its users to explore anything they desire making it dicult to keep their attention; thereore, having an exciting,

targeted website is crucial. Features that are exciting, entertaining and educational will depict Nissan in a way that appeals to MC millennials passions,

individualities, cultures and liestyles.

MC millennials need a niche website giving them a unique online experience that provides them with inormation on promotions directed to them,interactive tools and links to social media sites. Presenting Nissan in a way that MC millennials can identiy with, through an expansive channel, isimperative or success.

Adventure Driven byYou

UR Nissan

TAGLINECHANGE

URNISSA

NLINK

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micrositeU R N I S S A N

Create an introduction page or the Nissan

website where customers can choosewhich webpage to visit (nissanusa.comvs. nissanusa.com/URnissan). The Nissan

USA homepage will also have a tab thatstands out to link visitors to the UR Nissan

microsite page. Both sites will eature thecampaigns new tagline.

Create a microsite (UR Nissan) dedicated to MC millennials. This page will stand out rom the rest oNissans website with a younger, resher eel using bright colors and a dynamic design. The ocus othe page will be to promote events, link to Nissans social media pages and entertain with interactive

tools.

A personality quiz, Whats UR NissanMatch? that matches MC millennials to acar that best suits them.

A tool, Nissan Photo Booth, whichallows MC millennials to upload theirphoto to see how they would look drivinga Nissan.

Register to be a Mystery Shopper.Customers can register online to completea survey about their dealership experience

to win prizes.

THE NISSAN PROMOTIONAL EVENTS

Show Us Your Juke Your Maximum Adventure Adventure on the Big Screen

Nissans Earth Day Adventure Hidden Adventure Dont Text and Drive College

Tour Sponsorships

- HBCU Classics

- Latin Grammys- Heritage Adventure Festival

PERSONALITYQUIZ

PHOTOBOOTH

SURVEYSWEEPSTAKES

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mediaS O C I A L

BLOG

Create a blog page with MC millennial interns blogging about Nissan, Nissan promotional events and Nissan news. The blog will reerence and link to Twitter, Facebook and Foursquare.

Show Us Your Juke!Nissan is teaming up with MTVshit reality dance competition,Americas Best Dance Crew,to give you and your friends achance to winning an automaticbid for the 2014 ABDC competi-tion, $25,000 cash prize and a Nis-san Juke! There will be one winner each week of the com-petition as well. Because Juke refers to a type of dance,Nissan wants you and a group of your friends to make avideo showing off your Juke. Get with your friends, makea dance video, and submit it to the Nissan microsite afterwatching the 2013 premiere of ABDC. Mar io Lopez and theJabberWockeeZ will be launching the event on premierenight and will be giving you more details. You will uploadyour dance video to the microsite weekly for 9 weeks, and

The top border is the same as theNissan websites homepage so

our audience has easy access toNissans website at all times.

Easy access to

Nissans SocialMedia sites

Archives provide

easy access toinormation orvisitors o the

blog organized bymonth and yearo the post.

This list createsmore interest

in Nissanspromotions andevents.

Links to pages in Spanish,Mandarin and Cantonese.

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NISSAN EVENTS APPLICATION LOG-IN SCREEN

Users must sign in to the app viaFacebook.

Choose the year and month to search orNissans events.

The app is ree to download. It oers a

way or everyone to join the adventure.

NISSAN EVENTS PAGE ACCORDING TO DATE

See which Nissan event is happeningnear you.

Select an event, tap your selection toread details.

Finished searching or this months

events? Change the month to seemore events.

NISSAN EVENT DESCRIPTION

When you tap on an event, you will beprompted to a ull description o the

event. Scroll down to read all inormation. When youre nished, hit the back

button to return to the previous screen.

SMARTPHONE APP

Create Nissan Events App or Nissans promotional and public relations events

Each promotional event can be selected to provide detailed inormation

mediaS O C I A L

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mediaS O C I A L

SHAZAM

Use Shazam, a song identication app eaturing a 100% opt-inenvironment or customer interaction, will direct MC millennials to the

Nissan website.- Original music will appear in Nissan commercials and viral videos.

When viewers use Shazam while the song is playing, they will betaken to the Nissan website.

TWITTER

Use hash tags on all integrated communications, includingcommercials, print executions, on the blog and at events to get MC

millennials tweeting. Each event will have its own hash tag.- #AdventureNissan- #NissanUSA

- #ShowUsYourJuke- #NissanEvents- #DontTextAndDrive

FACEBOOK

Personal Facebook accounts will be the entry point to login to theNissan event smartphone app.

- MC millennials have easy access via their laptops, tablets orsmartphones.

- Videos rom the weekly nominees and winners o the Show Us Your

Juke competition will be eatured.

- Pictures and updates o Nissans Earth Day Adventure, the DontText and Drive College Tour and Adventure on the Big Screen will beeatured. Pictures will be uploaded via Wi-Fi hot spots.

- Links to Nissans Hispanic-specic Facebook Fan Page will includeall inormation about our promotions translated to Spanish and havespecial behind-the-scenes pictures rom the Latin Grammy Awards.

NISSAN YOUTUBE CHANNEL

Viral videos will create a social media buzz by people sharing the linkvia Facebook, Twitter and email. Buzz also will be created by people

creating their own version o the video as spoos. Ideas wouldinclude:- Friends on a road trip camping. They hear something in the woods

and hide in the Nissan jamming to music and talking about howawesome the trip has been even sleeping in the car.

- Friends ollow their avorite band around the U.S. in their Nissan. Thevideo would eature the bands original music. Shazam would sendviewers to the Nissan webpage or the eatured vehicle.

- Bikes on the back o a car with MC millennials talking about their

upcoming mountain biking excursion and how Nissan is getting themthere in style.

Show Us Your Juke event

- The nal vote will consist o nine weekly winners posted on NissansYouTube channel.

FOURSQUARE

Use Foursquare or the Hidden Nissan event.- Each time a contestant checks-in at a cars location, clues about

the location o the next car will be provided via the specials

unction o Foursquare. Everyone will be able to check-in at all events and promotions. Award Nissan event badges to participants when they check-in at

each event.

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promotionsP U B L I C R E L A T I O N S A N D

Events integrated with the online experience via the microsite. Events integrated with social media via Facebook using Nissans Facebook an page and Twitters hashtag.

NATIONALShow Us Your Juke (April to June 2013)

Sponsor a competitive dance contest with Americas Best Dance Crew, an MTV reality show eaturing competing dance

groups. Feature the Nissan Juke. JabbaWockeeZ, season 1 winner, launches contest.

Groups upload their dance videos to the Nissan microsite. Top videos posted on Nissan YouTube channel and Facebook Fan page. Online site voting or 24 hours. One winner selected or nine weeks.

Overall group champion wins a bid to 2014 competition, one Juke and $25,000. Create social media buzz and tweets using #ShowUsYourJuke.

Your Maximum Adventure (September 2013 to March 2014)Create buzz and an opportunity or MC millennials to demonstrate their Nissan adventures. Upload photos and videos o adventures to the Nissan microsite.

Best Adventure entry wins a Maxima. Dealerships, social media, the Nissan microsite and the Nissan Facebook page supports this promotion. Weekly prize o $1,000 or best adventure.

Create social media buzz and tweets using #MaximumAdventure.

DMAs

Nissans Earth Day Adventure (April 22, 2013)Host a local artist mural contest, a community clean-up and a concert. Encourage participants to recycle,

garden, clean grati and plant trees. Participants in the clean-up vote on the best mural. Artist with most voteswins a Nissan Lea and $10,000. Concert eatures local bands, ood and eco-riendly inormation. Show Nissans eco-riendliness.

Garner positive public relations social media buzz by showing Nissans ingenuity and eco-riendliness. Create social media buzz and tweets using #NissanEarthDay.

Adventure on the Big Screen (May 2013)

Adventureon theBIG SCREEN

Create a sponsorship with the movie Fast 6. Feature Nissan GTRs and cardboard cut-outs o the actors in the theaterlobbies.

Launch campaign opening weekend in May 2013. Place cut-outs o actors with GTRs seen in Fast 6 at the dealerships. Provide a $2 discount-o movie ticket or people who test drive a Nissan car at local dealerships.

Create social media buzz and tweets using #AdventureontheBigScreen.

Earth Day

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HBCU College Football Classic Games (September to November 2013)Sponsor the haltime shows, step shows and tailgating beore and during the games at veHBCU classic ootball games.

HBCU Classic games include:- Chicago Football Classic (September, Soldier Field, Chicago)- Atlanta Football Classic (September, Georgia Dome, Atlanta)

- Southern Heritage Classic (September, Liberty Bowl, Memphis)- State Fair Classic (October, Cotton Bowl, Dallas)- Bayou Classic (November, Superdome, New Orleans)

Donate $100,000 at each haltime to the United Negro College Fund. Nissan Pathnder will be the spokes-car or the tailgating. Food, non-alcoholic beverages

and giveaways distributed to students. Create social media buzz and tweets using #NissanClassic.

DMAs

Heritage Adventure Festival (May 2013)Sponsor estival during Asian Pacic Heritage month. Hold estivals in Chinatowns or the designated Chinese business district in each DMA.

Provide Chinese ood, beverages and entertainment. Provide volunteer opportunities or Chinese-American college students.

Donate $20,000 to the local Chinese-American non-prot association. Local dealers provide cars or display; the Nissan Versa will work as the ocial car o the event. Create social media buzz using #NissanHeritageAdventure.

Hidden Nissan (June to July 2013)

HIDDEN

Create scavenger hunt to increase interactivity and social media buzz with Foursquare.

Hide one Sentra in each DMA. Participants use Foursquares GPS to check-in at cars location. Participants receive specials and badges which oer the next clue, specic promotions and reward loyal customers.

Every week ater cars have been moved, previous Foursquare clue invalid. Winner o a Sentra in each DMA is rst person to check-in at the location o the last clue. Create social media buzz and tweets using #HiddenAdventure.

TARGETED COLLEGES

Dont Text & Drive College Tour (September to November 2013 and January to March 2014)

Sponsor a Dont Text & Drive College Tour at 19 schools with the heaviest concentrations o MC millennials to raise awarenessor road saety and to establish Nissan as a sae brand.

Display cars or students to get rst-hand experience about the saety eatures. Incorporate an I Will Not Text & Drive pledge with giveaways. Create a simulation in campus parking lots or students to experience driving with and without texting.

Concert eatures Lupe Fiasco, Flo Rida and Coldplay. Hosted by Duke Hill and Nicole Lyn. Create social media buzz and tweets using #DontTextAndDrive.

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Latin Grammy Awards (November 2013)

Sponsor red and green carpet shows, interviews,perormances and ater-party at Latin GrammyAwards.

Integrate Latin Grammys into the current

Nissan Facebook Fan Page and Nissan SpanishFacebook Fan Page.

Feature Sentra and Altima as spokes-cars or theater-party.

Donate $100,000 to support music education and

programming through a DJ academy, which willimplement Spanish-languageworkshops.

Create social media buzz and tweets using#NissanLatinGrammys.

budgetI C

scheduleI C

Apr 13 May Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar 14

NATIONAL PROMOTIONS

Show Us Your Juke

Your Maximum Adventure DMA PROMOTIONS

Adventure on the Big Screen

Hidden Adventure

PUBLIC RELATIONS

Nissan's Earth Day Adventure

Chinese Heritage Adventure Festival

HBCU College Football Classics

Don't Text and Drive College Tour

Latin Grammy Awards

DEALERSHIP ENVIRONMENT

SOCIAL MEDIA

ONLINE EXPERIENCE

PROMOTIONS/EVENTS

Top 20 DMA EventsNissan's Earth Day Adventure $3,300,000

Adventure on the Big Screen $1,510,000Hidden Adventure $780,000

NATIONAL EVENTS

Show Us Your Juke $165,000Your Maximum Adventure $70,000

COLLEGE EVENT

Don't Text and Drive College Tour $6,050,000

SOCIAL MEDIA

Bloggers $77,500

Smartphone App $10,000

Shazam $8,400Twitter n/a

Facebook n/aYouTube $75,000Foursquare n/a

DEALERSHIP ENVIRONMENT

Digital Kiosks $2,500,000

Business Cards n/aNissan Ambassador Posters n/aMystery Shopper Contest $50,000

ONLINE EXPERIENCERe-vamp Nissanusa.com with features n/a

PUBLIC RELATIONS

Earth Day PR representative $71,750

Don't Text & Drive College Tour PR rep $71,750Latin Grammys Sponsorship $1,500,000HBCU Classics $3,000,000

Chinese Heritage Adventure Festival $2,100,000

TOTAL $22,098,800

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mediaMEDIA OBJECTIVES

Target Audience: To increase market shareamong Arican-American, Chinese-Americanand Hispanic-American millennials byexpanding brand awareness and avorability

through integrated communications andmarketing strategies.

Media Mix: To implement a media mix thatincludes national TV, national magazines,Internet and out-o-home media.

Reach and Frequency: To increase reach to 90%with a requency o 5.

Scheduling and Timing: To enorce a media mixthat will include both a continuous and fightedscheduling from April 2013 to March 2014.

Media Budget: To implement a media schedulewith a budget o $78 million.

Geography: To ocus a media plan nationallyand heavy-up within 20 DMAs and 19 colleges

and universities with a high population o MCmillennials.

MEDIA STRATEGIES

Kick o with a heavy-up in April 2013; end in

March 2014. Use a continuous national base o network and

cable television, Internet and magazines.

Flight movie product placement nationally. Flight additional media weight in the 20 DMAs

with high concentration o the target.

Flight additional media weight in key marketcollege campuses with high student populationwithin Nissans target audience.

Internet

18.2% Magazine16.7%

Cable11.48%

Network

10.20%

Out-o-Home

37.6%

Movie Placement

3.9%

Mobile1.9%

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planM E D I A

NATIONAL CONTINUOUS

Network and Cable Television: $16,910,000MC millennials watch television programs on cable and network channels during prime time and late night dayparts. Channels were selected by cross-

reerencing what Arican-Americans, Hispanic-Americans and Chinese-Americans watch. Additionally, MC millennials watch them on several platorms,including tablets or smartphones. Our goal is to increase reach while remaining cost-eective; 30-second spots on each channel will be placed in the

highest-rated shows throughout the year.

NETWORK TV

Telemundo

CW

Univision

Fox

CABLE TV

Adult Swim

Comedy Central

ESPN

ESPNU

Mun2

Bravo

BET

LOGO

MTV

MTV2

MTVU

MTV Tr3s

TBS

TV One

Nick At Night

Oxygen

China Central TV

CTI - Zhong Tian

Internet: $14,190,000Nissans target audience is highly interactive with Internet and social media, spending an overwhelming amount o time on the Internet or both work and

play. MC millennials stream their avorite shows and music through their computers and smartphones to a greater degree than preceding generations. Withthe innovation o new media and technology, traditional media such as magazines, television and radio have ound a way to reach their target audienceonline. We will place additional media weightrotational banners, sponsored sidebars, banner ads and 30-second video spotson websites corresponding

with their print magazines, network and cable channels, websites requently visited by MC millennials and websites with streaming video.

BANNER ADS

BET.comBRAVOTV.com

CW.comESPN.comLOGOTV.com

MTV.comTBS.com

TELEMUNDO:hmsnlatino

telemundo.comVH1.comFox.com

Univision.com CNTV.enCTITV.com

ROTATIONAL BANNERS

ExpediaGoogle

Kelley Blue BookOrbitzPriceline

STA TravelTicketmaster

SPONSORED SIDEBARS

Facebook

STREAMING TV

YouTubeVimeo

Hulu

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planM E D I A

Magazines: $13,000,000Nissans target market consists o three niches with their own magazines. These ethnic-centered magazines allow young, diverse individuals to connect withtheir cultural roots and individual style. Magazines retain a high pass-along rate among riends, increasing reach and requency. They will eature our color,

one-page ads that will run continuously.

AFRICAN-AMERICAN

Black Enterprise Black Men Magazine ESPN the Magazine

Essence Heart and Soul Sister 2 Sister

Sports Illustrated Vibe XXL

HISPANIC-AMERICAN Alma

Cosmopolitan en Espaola ESPN Deportes Hispanic Magazine

Latina Magazine FAMA Magazine Latino Bride & Groom

Urban Latino

CHINESE-AMERICAN

13 Minutes Audrey Hyphen

Molchi

Mobile: $1,500,000Smartphones play a major role in the lives o our target audience. MC millennials use their smartphones to browse websites, download apps, e-mail

and listen to music. Because they are exposed to ads through their smartphones, targeted mobile web banners and 30-second mobile video spots willbe placed in a variety o popular smartphone applications. These apps include Pandora, Spotiy and Shazam.

NATIONAL CONTINUOUS

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planM E D I A

NATIONAL FLIGHTED

Movie Placement: Fast and Furious 6 $3,000,000Because each Fast and Furious movie highlights cars and has achieved

a domestic gross o more than $209 million, we recommend that Nissanvehicles be positioned in the ranchises sixth installment. Fast and Furious6, which opens May 24, 2013, allows Nissan to gain positive national

exposure. MC millennials will see close-ups o the cars logo, style, eaturesand perormance.

OUT-OF-HOME SPOT

CONTINUOUS

Restroom Ads $3,240,000Stall doors, mirrors, urinals and door handles will run at movie theaters,

in stadiums correlating with the Classics and bars and grills in the top 20DMAs. Using restroom advertising will allow Nissan to engage with MCmillennials in an unexpected and a creative way.

Grafti $500,000Grati, an exciting orm o art that uses a wide array o colors, appeals to

MC millennials and can help captivate their attention. This buy will increasereach and requency using a unique medium. Grati will run in the top 20DMAs.

FLIGHTED

Billboards $13,881,200Based on 50-showing a month in the top 20 DMAs, we will eectively

increase reach during the months that involve heavy traveling. Billboards willbe fighted April through November 2013.

In-Stadium $7,500,000

MC millennial college students attend their schools sporting events. In-stadium advertising will run in the ve stadiums that host the popular HBCUootball Classics. Video boards, signage, lobby screens and scoreboards

will run September through November 2013. The classics include: ChicagoFootball Classic, State Fair Classic, Florida Classic, Bayou Classic and theSouthern Heritage Classic.

Transit $2,500,000Transit media are ideal to reach a captive audience who has time to read

and ully comprehend the message. A combination o bus shelters, subway/light-rail interior transit cards, taxi tops and videos will run April throughDecember 2013 in available DMAs.

ScreenVision $2,500,000Adults ages 18-29 are twice as likely to go to the movies than to bars

or nightclubs at least once a month. Additionally, because 85 percent oall Hispanics and 73 percent o all Arican-Americans go to the movies,30-second spots will run on two screens in ten cinemas in the top 20 DMAs

April through August 2013.

Mall Displays $344,000

MC millennials crave adventure in all they do, rom shopping to eating andtraveling. With their busy liestyles, it is important to catch MC millennialswhile they are interacting with others and can ully engage a message.

Backlit displays, trumpet banners, escalator and elevator posters will run intwo malls in April through December 2013 in the top 20 DMAs.

Green Grafti $200,000Green grati will be placed on the selected 19 campuses April and May2013 and again September through March 2014 to correspond with

universities calendars. This buy will reach eco-riendly MC millennials andalso those who enjoy unique and modern ways to advertise.

SOURCES

- Nielsen Company- SRDS- Ad-ology- Experian Simmons- Media Flight Plan- Getty Images- NissanUSA.com

- VALS and Prizms- NASC Case Study30

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scheduleM E D I A

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CONCEPT AND COPY TESTING

To understand how MC millennials identied withour concept, we conducted in-depth interviews. Wepresented our Adventure Driven by You advertising,

promotional and public events ideas. The responseswere encouraging and supported our adventurous

mindset concept:

evaluationC A M P A I G N

IC AND MEDIA EVALUATION

Continued evaluation o our campaign is essential to measureits success. To ully interpret our Return on Investment (ROI)measurements, we measured the targets interest, infuence and

involvement. All evaluation techniques permit us to identiy potentialproblems, enabling us to make changes.

AUDIENCE INTEREST

ConductfocusgroupstomeasurethetargetsreactiontoNissans

new look, tagline recall and positioning.

Conductapost-buyanalysistoensurethatreachandimpression

media goals are being met.

AUDIENCE INFLUENCE

Measuretargetaudiencesinuencewiththeirresponsestothe

online Mystery Shopper survey on the microsite. Undercover

or Cash contest at local dealerships will work not only as a

promotion but also as a measurement tool to gauge our ROI withdealerships.

MeasureTwitterhashtagsusage,Foursquare,check-ins,

Facebook likes, YouTube hits and participation in thepromotional and public relations events.

AUDIENCE INVOLVEMENT

Comparehitsonouradventure-themedaccountstoNissanssocial

media numbers beore the campaign. MeasurescalguresamongMCmillennialswhotestdriveand/or

purchase a Nissan ater promotions, specically ones that involve a

spokes-car such as the Show Us Your Juke event.

MeasuretheincreaseofhitsontheNissanhomepage,Nissanusa.com.

Measuretrafconthecampaignsmicrosite,

Nissanusa.com/urnissan.

If I saw these ads, I

would definitely stopand look. I likedthem immediately.

I really like the StepUp Your Game ad.I feel like it really

reaches out to whatmatters to me.

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creditsT H E

CREATIVE TEAM

Daniel ScruggsCrystal AndersonDemi Jo Dalrymple

PLANS BOOK TEAMSydnee Hammond

Kristin Kelly

MEDIA TEAM

Walter SmithGeorgia MurkJerry Williams

INTEGRATED COMMUNICATIONS TEAM

Chris Porter

Emily BottomCJ KelmanTiany Shereld

Jessica CalvertJonathan VaughanDre Hutchison

Barbara RilesCaitlin GiovannettiHeather Zepponi

TEAM ADVISOR

Dr. Sandra H. Utt

UniversityofMemphis

2012AdvertisingTeam

u of Memphis Nissan Book 2012

Documents