Nissan Plugs New Vehicle with a Trampoline Race - Event Marketer

Nissan Plugs New Vehicle with a Trampoline Race

DB_Nissan_2014 ETA
Brand: NISSAN
Agency: TROJANONE WONDERMAKR
Awards: EVENT TECHNOLOGY AWARDS — BEST USE OF GAMIFICATION
Year: 2014

To increase awareness around its sponsorship of the 101st Grey Cup Festival in Regina, Saskatchewan (it’s Canada’s largest single-day sporting event and one of the most anticipated festivals of the year), and drive excitement around the debut of the all-new 2014 Rogue, Nissan created The Nissan Rogue Touchdown Drive Challenge.

Consumers were invited to jump on one of two trampolines in a race to see whose animated Rogue (depicted on a flat screen in front of each player) would cross into the end zone first. Accelerometers and micro-controllers were connected directly to the game application to translate force and motion from users on the trampoline to game play, so as players jumped on the trampolines, it propelled their Nissan across the screen. The faster they moved, the faster the car went. Each consumer had their own strategy: some ran in place, others jumped with both feet at a steady pace. But everyone, from toddlers to adults, had fun. And as a bonus, everyone got to warm up on an otherwise frigid Canadian afternoon.

The Nissan Rogue Touchdown Drive Challenge was pivotal in delivering leads to local dealers and generating excitement around the new car. Over the course of the five-day event, the game contributed to the generation of over 4,000 unique leads for local Nissan dealers, doubled Nissan’s average email opt-in rate and generated over 275,000 social impressions for the brand and its sponsorship investment.

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