Hybrid Events: Nissan Layers Concerts On Top Of Ride-and-drives - Event Marketer

Hybrid Events: Nissan Layers Concerts On Top Of Ride-and-drives

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Nissan kicked off a 10-city tour last weekend giving consumers the opportunity to test-drive 2007 vehicles and check out performances by national and local musicians including country star Jessica Andrews and pop singer Jody Raffoul.
 
“This is part of a growing effort within Nissan to leverage the power of music to connect with consumers ” Kevin Thompson Nissan’s senior manager-promotions told Buzz. The rationale? “The Nissan buyer appreciates good music ” he said.
 
Each free weekend-long event features test-drives during the day and concerts at night. In addition to the national performers XM Satellite Radio will host a battle of the bands for local acts in each market. Consumers can vote for eight bands to compete at each event on the event’s microsite. The tour kicked at Belmont Park in Elmont NY. Agency: Jackson Dawson Communications Greenville SC.

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