nissan and college sports: connecting to passion

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‘Diehard Fan’ Case Study

for MediaPost Brand Marketers

Summit

1

Robert Brown Sr. Manager, Interactive Marketing August 26th, 2016

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Cool App That Supports A Big College Program

OR Marketing Platform

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DigitalDiagnos,cs

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#1 in Digital Performance Among OEMs

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Source: L2 Digital IQ Index, 2016

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Jan-15 Feb-15 Mar-15 Apr-15 May-15 Jun-15 Jul-15 Aug-15 Sep-15 Oct-15 Nov-15 Dec-15 Jan-16 Feb-16 Mar-16 Apr-16 May-16R3M AvgToyota 21.4% 20.5% 18.5% 20.0% 22.8% 20.2% 21.2% 22.9% 18.6% 22.6% 24.0% 27.3% 25.2% 24.6% 30.9% 26.1% 31.9% 29.6%Nissan 14.9% 14.3% 11.6% 13.9% 17.3% 17.9% 17.1% 15.9% 15.2% 14.8% 13.9% 13.6% 16.5% 16.8% 14.4% 18.9% 17.9% 17.0%

Chevrolet 8.8% 11.1% 8.8% 9.0% 10.0% 9.1% 9.3% 8.8% 11.2% 10.1% 9.7% 10.2% 9.8% 10.6% 9.5% 9.6% 10.3% 9.8%Hyundai 13.9% 12.9% 11.7% 14.4% 14.1% 15.6% 13.6% 13.8% 14.0% 12.3% 12.4% 10.7% 10.3% 10.1% 10.4% 9.3% 5.5% 8.4%Subaru 7.6% 9.3% 7.7% 7.1% 6.7% 7.1% 7.1% 6.4% 7.2% 6.6% 6.7% 6.0% 6.9% 7.3% 6.7% 6.4% 6.3% 6.4%Honda 8.2% 7.1% 6.4% 7.5% 7.9% 8.0% 7.9% 7.7% 8.0% 8.5% 7.8% 7.6% 7.3% 6.7% 6.1% 5.9% 4.9% 5.6%Mazda 6.4% 6.1% 5.5% 6.1% 5.6% 6.1% 6.1% 5.8% 5.5% 5.2% 4.6% 4.6% 5.2% 5.1% 5.4% 5.6% 5.6% 5.5%

Kia 7.2% 7.5% 5.7% 5.7% 5.1% 5.6% 6.4% 6.0% 6.2% 6.1% 5.4% 5.3% 5.5% 5.7% 4.5% 4.7% 5.4% 4.9%Volkswag

en 2.5% 2.1% 2.0% 2.3% 1.5% 1.9% 2.6% 3.1% 3.3% 3.2% 3.9% 3.6% 2.9% 2.9% 3.0% 3.3% 3.6% 3.3%GMC 2.6% 3.3% 3.1% 3.1% 3.1% 2.9% 2.9% 2.9% 3.9% 3.7% 4.2% 3.7% 3.7% 3.8% 3.2% 3.1% 3.3% 3.2%

Infiniti 2.1% 1.8% 1.6% 2.1% 2.2% 2.1% 2.1% 2.2% 2.5% 2.6% 2.8% 2.5% 2.3% 2.2% 2.1% 2.0% 2.0% 2.0%Cadillac 1.6% 1.5% 15.3% 6.9% 1.9% 1.6% 1.8% 2.2% 2.2% 2.0% 1.9% 2.0% 2.0% 1.7% 1.6% 1.4% 1.4% 1.5%Buick 1.2% 0.8% 0.7% 0.8% 0.8% 0.8% 0.9% 1.0% 1.0% 1.2% 1.3% 1.3% 1.1% 1.1% 1.0% 1.1% 0.9% 1.0%Volvo 0.7% 0.6% 0.5% 0.6% 0.5% 0.5% 0.5% 0.5% 0.4% 0.5% 0.7% 0.7% 0.7% 0.7% 0.8% 0.7% 0.6% 0.7%Acura 1.0% 1.0% 0.9% 0.5% 0.6% 0.5% 0.5% 0.8% 0.7% 0.7% 0.6% 0.6% 0.6% 0.6% 0.6% 0.6% 0.4% 0.5%

•  Toyota consistently has the highest percent of brand leads and has seen a 9.2% YoY increase (R3M Average) •  Nissan has had the 2nd highest percent of brand leads 15 of the last 17 months and has seen a 2.7% YoY

increase (R3M Average)

Historical Share of ALL OEM Brand Leads

Chevrolet [VALUE]

Nissan [VALUE]

Toyota [VALUE]

0%

5%

10%

15%

20%

25%

30%

35%

Buick Cadillac Chevrolet GMC Acura Honda Hyundai Kia Mazda Infiniti Nissan Subaru Toyota Volkswagen Volvo

© 2015 Urban Science Applications, Inc. All Rights Reserved.

NissanUSA.com #2 among luxury AND non luxury


Customer Acquisition Continuum

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Context

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OmniChannel Content Marketing

Big Data Mktng Automation

Mobile First Internet of Things Social Media Mktng

2016 Industry Trends

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Digital vs. ‘Real Life’


Brand Articulation

What is our responsibility to

embody ‘Innovation that

Excites’?

Efficient Utility vs.

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Background

11

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College Football Heritage

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Textbook Activation

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Nissan College 100

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‘Widest Reaching College Sports Sponsorship in History’

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Activation Challenge

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Onsite Roll Out

Powerful ON and NEAR campus Activation

Mechanism…

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Activation Gap

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Hyper Local vs Affinity

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Whistling Past the App Graveyard?


Confluence of Consumer Behavior/Insight, Their Passion Points, and

Your Brand

Acceptable (Necessary!) Risk

Support

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Sizzle, Sizzle

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Engagement: Anytime, Everywhere

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Results

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Reach and Mindshare

Source: Flurry


Periodically, #1 Free Sports App


Brand Attribution

Aided Unaided

68%

Source: Curious Brand Study March 2016


Sentiment



Recommendation


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Hardware

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Clio 2016 Digital/Mobile

D&AD 2016 Digital Design

Cannes Lions 2016 Digital Craft: Augmented Reality

Webby 2016 Mobile Campaigns

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How

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Visibility

WEB PAGE OPTIMIZATION (SEO) Maximizing web search discoverability

APP STORE OPTIMIZATION (ASO) Maximizing app store discoverability

+ =

Keys to Success

+

Quality Execution

+

Promotion


Search Results

Web Search App Store Search

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What’s Next?

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Brand Extensions

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Diehard Fan Nat ions

Diehard Fan Sweeps

Diehard Fan TRICOLOR DE CORAZÓN

Diehard Fan Co l lege

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Diehard Fan – Nations

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Program Integrations

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Don’t Do an

AppJ

Identify the Confluence of

Consumer Behavior, Their Passion

Points, and Your Brand

Takeaways

Commitment to Flawless Execution

Make it findable/

Accountable

68% Unaided Awareness

Get Credit

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Final Recommendation

All else being equal, use your boss’s alma mater in your compsJ


It’s About Brand Stories…

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And then there’s this….

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Questions? 47

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Appendix

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Diehard Fan – College Athletics Integration

•  ChooseNissan.com •  University social posts •  Nissan social posts

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Diehard Fan – College Athletics Integration •  ESPN Heisman House Site •  Heisman House Tour Stops

FPO

FPO – Kiosk

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Diehard Fan – College Athletics Support NissanUSA.com

Man vs. Machine Pages

Diehard Fan – College Athletics landing page

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Diehard Fan – College Athletics Support NissanUSA.com Blog – WIP

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Diehard Fan Sweeps Integration •  University social posts •  University website banners •  Email Blast

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Diehard Fan Sweeps Integration •  Poster •  Diehard Fan App Success Screen

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Diehard Fan – College Athletics, Red Video

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Diehard Sweeps Video – WIP

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Diehard Fan – Nations, USA Video

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Diehard Fan – College Athletics Metrics


Digital Diagnostics

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Diehard Fan – Nations/Rio Metrics

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Diehard Fan – College: ‘Red’