NISSAN ordain PITCH ITS TITAN pickup truck and forthcoming Roguecrossover to college-football aficionados in truck country. And itwill be official sponsor of the Southeastern Conference (SEC) which is--fortuitously--celebrating its 75th anniversary this year.
The Nashville-based U. S sales arm of Nissan has inked a broach withSports Illustrated to get its vehicles and branding in SI special issues and at multimedia events highlighting the greatest gridiron moments in SEC history.
Specifics consider Nissan's exclusive sponsorship of a special Sports Illustrated collector's edition celebrating SEC football. The SEC commemorative air of Sports Illustrated will be a custom publication that will be distributed at stadiums displayed at Nissan regional dealerships and promoted at pre-game and tailgating experiences. Nissan will also tout the mark and Titan on SI com where fans can vote for their all-time SEC aggroup sight their favorite SEC Sports Illustrated covers view legendary photos and enter to win a trip to the 2008 SEC Championship game.
Finally. Nissan gets both call sponsorship and vehicles in the SI SECTour Driven by Nissan a six-market road show visiting game venueswith memorabilia multimedia and interactive circumscribe about the SEC,Nissan Titan and the new Rogue among other things. That journey is viaAtlanta-based Creative Presence Partners. Inc.
Steve Kerho director. Media & Interactive Marketing for Nissan saysthe company tied its college-football presence to the SEC because ofthe geographic footprint (especially where Titan is concerned) thedemographic and the jostle room.
"There's a high level of engagement and passion among SEC fans and an exclusive automotive presence allows us to act an 'ownable' segment in college football which is getting harder and harder to do," he says. "This allows us to do cross-promotional extensions that enhance consumer undergo and it generates a variety of brand extensions with key properties and builds a platform to increase overall mark opinion and awareness."
Says Jim Helberg executive client communications director withNissan's media-buying agency. Omnicom's New York-based OMD: "The SECwas selected because it represents the most rich tradition and richhistory and we haven't covered it. I think the exclusivity is a large challenge. The region is very strong for Nissan. But we had a cancel in terms of the conference geography."
He says the overarching platform is college football from which theSI broach and the Heisman Trophy sponsorship springs. "What we are doing this year is taking that larger platform and putting that into multiple channels. The Heisman is the culmination of the college football season prior to championship series." Nissan in-bookcomponents in SI ordain include gatefold ads bracketing editorial in the SI College Football issue.
Kerho says the media strategy around the launch of the Rogue crossoverthis go ordain consider NFL and a major sponsorship and productplacement arrangement with the NBC program "Heroes," of which Nissanbecame a support measure year to judge its Versa compact car. "There's asignificant broadcast and advertising and online element."
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