Nissan recently penned the widest-reaching sponsorship deal in the history of collegiate sports, the "Nissan College 100." Learn how Nissan leveraged the latest mobile tech and an omni-channel strategy to create the Diehard Fan App — allowing college sports fans to unleash their inner fanatic and connect to the brand with meaningful actions beyond the usual KPIs.

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‘Diehard Fan’
Case Study
for
MediaPost Brand Marketers
Summit
1
Robert Brown
Sr. Manager, Interactive Marketing
August 26th, 2016

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Cool App That Supports A
Big College Program
OR
Marketing Platform
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Digital Diagnos,cs

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#1 in Digital Performance Among OEMs
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Source: L2 Digital IQ Index, 2016

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Jan-15 Feb-15 Mar-15 Apr-15 May-15 Jun-15 Jul-15 Aug-15 Sep-15 Oct-15 Nov-15 Dec-15 Jan-16 Feb-16 Mar-16 Apr-16 May-16 R3M Avg
Toyota 21.4% 20.5% 18.5% 20.0% 22.8% 20.2% 21.2% 22.9% 18.6% 22.6% 24.0% 27.3% 25.2% 24.6% 30.9% 26.1% 31.9% 29.6%
Nissan 14.9% 14.3% 11.6% 13.9% 17.3% 17.9% 17.1% 15.9% 15.2% 14.8% 13.9% 13.6% 16.5% 16.8% 14.4% 18.9% 17.9% 17.0%
Chevrolet 8.8% 11.1% 8.8% 9.0% 10.0% 9.1% 9.3% 8.8% 11.2% 10.1% 9.7% 10.2% 9.8% 10.6% 9.5% 9.6% 10.3% 9.8%
Hyundai 13.9% 12.9% 11.7% 14.4% 14.1% 15.6% 13.6% 13.8% 14.0% 12.3% 12.4% 10.7% 10.3% 10.1% 10.4% 9.3% 5.5% 8.4%
Subaru 7.6% 9.3% 7.7% 7.1% 6.7% 7.1% 7.1% 6.4% 7.2% 6.6% 6.7% 6.0% 6.9% 7.3% 6.7% 6.4% 6.3% 6.4%
Honda 8.2% 7.1% 6.4% 7.5% 7.9% 8.0% 7.9% 7.7% 8.0% 8.5% 7.8% 7.6% 7.3% 6.7% 6.1% 5.9% 4.9% 5.6%
Mazda 6.4% 6.1% 5.5% 6.1% 5.6% 6.1% 6.1% 5.8% 5.5% 5.2% 4.6% 4.6% 5.2% 5.1% 5.4% 5.6% 5.6% 5.5%
Kia 7.2% 7.5% 5.7% 5.7% 5.1% 5.6% 6.4% 6.0% 6.2% 6.1% 5.4% 5.3% 5.5% 5.7% 4.5% 4.7% 5.4% 4.9%
Volkswag
en 2.5% 2.1% 2.0% 2.3% 1.5% 1.9% 2.6% 3.1% 3.3% 3.2% 3.9% 3.6% 2.9% 2.9% 3.0% 3.3% 3.6% 3.3%
GMC 2.6% 3.3% 3.1% 3.1% 3.1% 2.9% 2.9% 2.9% 3.9% 3.7% 4.2% 3.7% 3.7% 3.8% 3.2% 3.1% 3.3% 3.2%
Infiniti 2.1% 1.8% 1.6% 2.1% 2.2% 2.1% 2.1% 2.2% 2.5% 2.6% 2.8% 2.5% 2.3% 2.2% 2.1% 2.0% 2.0% 2.0%
Cadillac 1.6% 1.5% 15.3% 6.9% 1.9% 1.6% 1.8% 2.2% 2.2% 2.0% 1.9% 2.0% 2.0% 1.7% 1.6% 1.4% 1.4% 1.5%
Buick 1.2% 0.8% 0.7% 0.8% 0.8% 0.8% 0.9% 1.0% 1.0% 1.2% 1.3% 1.3% 1.1% 1.1% 1.0% 1.1% 0.9% 1.0%
Volvo 0.7% 0.6% 0.5% 0.6% 0.5% 0.5% 0.5% 0.5% 0.4% 0.5% 0.7% 0.7% 0.7% 0.7% 0.8% 0.7% 0.6% 0.7%
Acura 1.0% 1.0% 0.9% 0.5% 0.6% 0.5% 0.5% 0.8% 0.7% 0.7% 0.6% 0.6% 0.6% 0.6% 0.6% 0.6% 0.4% 0.5%
• Toyota consistently has the highest percent of brand leads and has seen a 9.2% YoY increase (R3M Average)
• Nissan has had the 2nd highest percent of brand leads 15 of the last 17 months and has seen a 2.7% YoY
increase (R3M Average)
Historical Share of ALL OEM Brand Leads
Chevrolet [VALUE]
Nissan [VALUE]
Toyota [VALUE]
0%
5%
10%
15%
20%
25%
30%
35%
Buick Cadillac Chevrolet GMC Acura Honda Hyundai Kia
Mazda Infiniti Nissan Subaru Toyota Volkswagen Volvo
© 2015 Urban Science Applications, Inc.
All Rights Reserved.
NissanUSA.com #2 among luxury AND non luxury

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Customer Acquisition Continuum

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Context
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OmniChannel
Content Marketing
Big Data
Mktng Automation
Mobile First
Internet of Things
Social Media Mktng
2016 Industry Trends

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Digital vs. ‘Real Life’

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Brand Articulation
What is our
responsibility to
embody
‘Innovation that
Excites’?
Efficient Utility vs.

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Background
11

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College Football Heritage

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Textbook Activation

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Nissan College 100

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‘Widest Reaching College Sports Sponsorship in History’

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Activation Challenge
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Onsite Roll Out
Powerful ON and NEAR
campus Activation
Mechanism…

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Activation Gap

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Hyper Local vs Affinity

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Whistling Past the App Graveyard?

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Confluence of Consumer Behavior/
Insight, Their Passion Points, and
Your Brand
Acceptable (Necessary!) Risk
Support

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Sizzle, Sizzle

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Engagement: Anytime, Everywhere

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Results
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Reach and Mindshare
Source: Flurry

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Periodically, #1 Free Sports App

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Brand Attribution
AidedUnaided
68%
Source: Curious Brand Study March 2016

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Sentiment
Source: Curious Brand Study March 2016

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Recommendation
Source: Curious Brand Study March 2016

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Hardware
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Clio 2016
Digital/Mobile
D&AD 2016
Digital Design
Cannes Lions 2016
Digital Craft:
Augmented Reality
Webby 2016
Mobile Campaigns

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How
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Visibility
WEB PAGE
OPTIMIZATION (SEO)
Maximizing web search
discoverability
APP STORE
OPTIMIZATION
(ASO)
Maximizing app store
discoverability
+ =
Keys to Success
+
Quality
Execution
+
Promotion

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Search Results
Web Search
App Store Search

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What’s Next?
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Brand Extensions
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D i e h a r d F a n
Nation s
D i e h a r d F a n
S w e e p s
D i e h a r d F a n
TR ICO L O R D E
CO R A ZÓ N
D i e h a r d F a n
Colle g e

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Diehard Fan – Nations

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Program Integrations
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Don’t Do
an
AppJ
Identify the
Confluence of
Consumer Behavior,
Their Passion
Points, and Your
Brand
Takeaways
Commitment
to Flawless
Execution
Make it
findable/
Accountable
68% Unaided
Awareness
Get
Credit

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Final Recommendation
All else being equal, use your boss’s
alma mater in your compsJ

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It’s About Brand Stories…

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And then there’s this….
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Questions?
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Appendix
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Diehard Fan – College Athletics Integration
• ChooseNissan.com
• University social posts
• Nissan social posts

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Diehard Fan – College Athletics Integration
• ESPN Heisman House Site
• Heisman House Tour Stops
FPO
FPO – Kiosk

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Diehard Fan – College Athletics Support
NissanUSA.com
Man vs. Machine Pages
Diehard Fan – College Athletics landing page

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Diehard Fan – College Athletics Support
NissanUSA.com Blog – WIP

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Diehard Fan Sweeps Integration
• University social posts
• University website banners
• Email Blast

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Diehard Fan Sweeps Integration
• Poster
• Diehard Fan App Success Screen

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Diehard Fan – College Athletics, Red Video

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Diehard Sweeps Video – WIP

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Diehard Fan – Nations, USA Video

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Diehard Fan – College Athletics Metrics

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Digital Diagnostics

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Diehard Fan – Nations/Rio Metrics

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Diehard Fan – College: ‘Red’