The Nissan Win A Versa Campaign - Mobile Marketing

The Nissan Win A Versa campaign is part of the Larger Than Life national promotion running through summer and fall of 2006. Nissan is launching the all-new 2007 Nissan Versa in style by sending ten young Canadians on a 21 day road trip across Canada in five brand new Nissan Versas, stopping along the way to compete against each other in endurance testing and brain teasing challenges. The ultimate winner will take home their very own Versa. Beginning September 12th, the entire road trip will be broadcast online at liveversa.ca, where consumers can also sign up for a chance to win their own 2007 Nissan Versa.

Nissan has also added a mobile component to the contest, allowing consumers to text in their entry by sending the word VERSA to the short code 647726 (NISSAN). Upon entering, they receive a confirmation message back to their phone that includes a chance to opt in to future communication from the brand by sending the word NISSAN. These mobile opt-ins will be integrated with the opt ins collected online to create a mobile database that Nissan can leverage for future contests and promotions.

What makes this campaign more than a standard SMS text-to-win-with-opt-in is the media campaign driving participation. In partnership with Artisan Live, MyThum has created an mobile affiliate advertising program that integrates digital signage networks into the media plan on a cost-per-acquisition basis. Across a national network of digital signs in bars, restaurants, stores - malls and even the back of taxi cabs - 15 second calls to action encourage viewers to text in their entry. Each network runs the creative a minimum of 210 times per week per location and communicates a different keyword to consumers instead of VERSA (such as WIN, ENTER, etc). This enables MyThum to measure the responses generated by that particular network and compensate them accordingly on behalf of Nissan. This is the first national program in North America to use this innovative media plan for driving mobile participation.