Nissan is one of Japan’s largest automotive manufacturers and one of the world’s most known car brands. As many brands these days, Nissan has incorporated social media marketing in their marketing plan, being one of the most active and resourceful car brands on social media. Even their website has a special tab where a potential client can see all the social media accounts owned by Nissan and snippets of what they would find there. When Nissan teamed up with Amazon last fall in order to promote the new Nissan Versa Note, the marketing plan was clear and precise. That was until a social media user spotted a delivery, posted a video of it and the video became viral.
The Big Box Campaign by Nissan and Amazon
The marketing team at Nissan thought it would be a great idea to have cars- meaning the new model of Nissan, the Versa Note, delivered by Amazon. They thought it would be a fun thing to do, to generate some buzz. And so it did, just not in the way Nissan had planned it to.
The original idea was simple: the first 100 people to order a Nissan on Amazon, would receive 1,000 dollars gift certificates while 3 would actually receive the car in a huge box from Amazon. “Everyone had a lot of fun with it. It was a stunt, not a way to sell cars. The idea was to raise awareness for Versa Note.” Erich Marx, director of interactive and social-media marketing at Nissan.
In the end, after talking to some of the potential recipients, Nissan selected just one, whose enthusiasm set him apart from everyone else: Arun K, from Madison, Wisconsin. After the winner was chosen, came delivery day. All was going according to plan, until a neighbor spotted the giant box, took a photo and posted it on Reddit. “What’s the largest item you can have shipped from Amazon? Because I think my neighbor just got it.” The photo became the site’s front page, overthrowing the plans made by Nissan, that wanted to film the delivery and release later on that week, in a press conference. This way, the story became viral, as social media users wondered what could be in that box.
Even though things didn’t go according to plan, the campaign was highly successful and generated the buzz Nissan was looking for. They acted great in the situation, making the most out of the opportunity that arised. What would you have said was in the box?
References: adweek.com, clickz.com
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