Client: Nissan North America
Agency: Zócalo Group
Campaign: The Nissan ALT16 Challenge
Duration: November 2–29, 2015
In November, Nissan held a month-long social media contest to promote the redesigned Altima, the automotive company's best-selling vehicle in North America.
Nissan wanted to drive awareness and enthusiasm for the 2016 Altima, which includes new exterior and interior styling and safety features, as well as enhanced technology and connectivity, in advance of its debut at dealerships nationwide in November.
To do this, Nissan and Zócalo Group developed the ALT16 Challenge, comprised of a series of social games offering fans a glimpse of the revamped sedan and an opportunity to win prizes by spotting the 2016 Altima.
During the launch of the 2016 Maxima earlier in 2015, Nissan found, via social listening, that people get excited about being the first to spot and share photos of new cars in the wild.
Using this insight, Nissan gave fans the opportunity to catch and share an early view of the Altima on social media in advance of its start of sale. To bring this approach to life and engage fans, Nissan developed the ALT16 Challenge, a social media activation campaign involving both online and offline components.
"Our primary campaign goals were to show off Altima's bold new design and generate engagement and excitement about our top-selling sedan," explained Rob Robinson, senior specialist for Nissan social communications. "We did that by making Altima the centerpiece of a fun and interesting series of challenges. Ultimately, we increased overall conversation about Altima, and that conversation was overwhelmingly positive."
Nissan released a series of videos, published on the company's Facebook, Twitter, and Instagram accounts, featuring shots of the 2016 Altima in fast-moving street scenes. Some content was supported with paid media.
With each video, fans were asked to complete a challenge as an entry into a sweepstakes. Participants had to focus on finding subtle clues in the videos that would help them in the contest, adding an element of interconnection between Nissan and its social media fans.
The challenges ranged from answering a question about how many times the 2016 Altima was shown in a video to capturing a screen grab of it.
Nissan also hosted an event at a Tennessee Titans home game at Nissan Stadium, where fans were challenged to snap a photo of the Altima physically on display at the stadium or catch a picture of the Altima on the in-stadium video screens. Fans were encouraged to share these photos on Nissan's social media channels for a chance to win prizes.
The ALT16 Challenge was a hit with social media fans and helped drive conversation for the redesigned 2016 Altima, driving social impressions in the tens of millions.
The campaign garnered more than 32.9 million combined social media impressions and 37,528 total social media engagements across Facebook, Twitter, and Instagram. In addition, the ALT16 Challenge videos, five in total, had more than 3.8 million combined views.
Average daily mentions of Altima on social media increased 13.7% during the ALT16 Challenge contest dates. There were 29,142 total mentions for Altima in October 2015, compared to 31,981 total mentions for the brand during the following month.