Nissan is undisputedly one of the world's top automobile brands. When they were tapped by New York City to provide the new yellow cab for NYC, they used Nuke to build buzz for the launch, sending lucky fans on a vacation to the Big Apple. Read all about how Nuke helped Nissan to easily build their campaign, generate buzz, shares and virality, and increase their engagement on social.
Nissan is a world leader in
automobiles. Nissan creates
some of the most recognisea-
ble cars available today.
Their partnership with Renault
makes them 4th largest auto
group in the world. France is
one of the brand’s largest
Nissan, having won a contract from the City of New York to provide a new model
of yellow cab, the Nissan NV200, wanted to celebrate and publicise the launch
of the cab, a new form of an internationally recognised icon of NYC.
The company also wanted to ﬁnd a way to generate more activity on their social
media properties. As a top global brand, they had a substantial following on
social. However, their social media strategy had at that point been focused more
on broad product communications, mostly concentrating on new car models.
Nissan France used Nuke Suite to build and run a signiﬁcant promotional
campaign for the release of the New Nissan NYC Taxi. Taking advantage of New
York’s status as a desirable vacation destination, they released a promotional
Facebook application whose winner would receive a trip to New York City. The
application took place during the period leading up to the launch of the new
taxi. The application integrated an interactive map of Manhattan, where fans
could guess the location of a taxi hidden somewhere on the island. The winner,
whose guess was closest to the taxi’s location, was rewarded with a vacation to
The app was designed to generate buzz for the launch of the new Nissan taxi. It
aimed for maximum shareability, and the contest format was set up to entice the
maximum number of people to try their luck.
Running a limited-time app campaign, Nissan saw a big boost in traﬃc and
engagement. The four posts on Nissan’s own Facebook timeline saw tens of
thousands of clicks, drawing thousands of users to the app.
The app drew signiﬁcant amounts of earned media, with 43% of fans sharing
the app and 85% inviting friends. The brand activation developed product
awareness for the new taxi and its launch, but also grew Nissan France’s fan
community signiﬁcantly, bringing 500 new fans to the page for each day the app
of participants shared
of participants invited
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