Case Study - Social Media/Consumer Generated Content - Nissan Cube
June 8, 2009 - 11:20 AM to 11:50 AM -
Nissan Cube – Mobilizing the Creative Class
The perfect storm to be launching the Nissan Cube, a new vehicle targeting Gen Y. The economy has hit a wall, there is a fire sale going on as automotive companies and dealers scramble to move inventory, and consumer confidence is at an all time low. The perfect storm can also create the perfect opportunity for organizations willing to change the rules of the game. Nissan did just this when they decided to do something that has not been done before - be the first car company anywhere in the world, to launch without a dollar worth of advertising. Instead of being yet another car, or car deal shouting to get the consumers to notice, they decided instead leverage social media in a manner that captured the attention of the target audience, and the media. The results are beyond anyone’s expectations in terms of reach, frequency, relevance, and most importantly the emotional chord it has struck, with this elusive generation, and the media. A case study that needs to be seen by anyone who hopes to connect to the youth segment, on their terms, and by mobilizing their creative talents.
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