Nissan wanted the Altima to be exciting to look at it and even more exciting to drive. How would they convince people of that and get them talking about it? First, the Ride of Your Life campaign took people to a racetrack for thrilling, surprising rides in the Altima. Then, we needed to match that level of excitement on their social channels.
People love gamification on social almost as much as they love spy thrillers. By combining both, we could put them in the middle of the excitement that is driving the Altima.
We staged a dramatic car heist masterminded by a mysterious woman who missed out on the Ride of Your Life. In the cinematic video, she speeds off with the Altima and leads our fans on the Altima Chase, an online scavenger hunt that included puzzles, games, clues and videos. Every time a fan engaged, they were entered to win the Altima—and engage they did.
uses of #AltimaChaseSweeps on Twitter
million video views
higher average daily mentions of the Altima
PR Daily Content Marketing Award for Best Use of Social Media