Nissan Squares Off in Canada
October 31, 2009Nissan has turned to Canada to deploy its latest social media campaign. Nissan narrowed its target audience to the creative consumers for the new 2009 Nissan Hypercube. They’re campaign blatantly asks for contests who consider themselves to be hip or unique. The contestants are asked to use Twitter to audition for one of the final 50 spots in the contest.
Nissan narrowed the finalists to 500 people, who were then required to expand on their auditions using Facebook and the Hypercube Site. The thousands of applicants uploaded creative pieces, ranging from videos to illustrations. Voting was based on user ratings, and judging based on creativity and enthusiasm among other things. However, the 50 finalists didn’t get off that easy. In return for the free car, the creative users are required to blog about their experiences with their Hypercubes for a year.
Here’s an example of a contestant entry:
The Nissan Hypercube seems to be aiming for the same young, creative market that Scion markets to. Scion’s brand image is represented by creative and unique individuals. Nissan has now focused on this specified group with their Nissan Hybercube.
The 50 Winners blog about their experiences with their new Nissan Hypercubes at the Cube Community
I think that this Cube car is really different….but I like this idea! It reminds me of “The Best Job in the World” contest that Australia tourism put on asking for people to apply on why they deserve that job. What are the blogs like of this campaign?
I agree- I think the level of participation really increases value to both of these campaigns. The winners blog about everyday experiences that they encounter with their Hypercube. Each winner has a blog page with post posts, videos, and images. I think that Nissan chose creative people knowing that they will succeed in creating an edgy name for the Hypercube.