Nissan Pop-Up Concerts Strike a Chord with Consumers
Nissan North America’s quietest event program ever made piles of noise last fall when the car maker’s marketing team consciously avoided traditional, obvious and overt marketing methods.
To get the public buzzing about the new 350 Z sports model, the company mounted a fall street program that “surprised” consumers with concerts and cars. To set the scene: Consumers were having lunch in New York City’s Battery Park on a lovely November day when suddenly, four Nissan Z’s and a flatbed truck rolled in unannounced. The truck hinged down to form a stage, LED video screen lit up,and the Black Crowes appeared for a 90-minute lunchtime concert. The Z’s were opened to display information and brochures.
Nissan pulled off 23 such events in 18 markets over 49 days with headline acts including Sheryl Crow, No Doubt, Pink, Train and 311. And it did so without the use of supporting media, press kits or “Nissan presents” verbiage. Just one logo was placed at the event. Yep, just one. (News of the events was leaked to select members of the press.)
A tour website gave attendees access to information about the car and photos from the shows. More than 149,000 people attended, the site received 458,000 hits and the waiting list for the 350 Z was three months long when the vehicle debuted in showrooms.
“It was wild. At 11:45 you’d see 75 people, and at 12:00 there were 400,” says Nissan senior marketing manager Michael Grollman. “By 12:15, there were 6,000 people dancing in the street.”