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Infiniti Drives Into March Madness

  • Adweek, Tuesday, January 26, 2010 11:55 PM
Nissan Motor Co.'s Infiniti marque is launching a multiplatform campaign to showcase its new line of luxury sedans, which includes buys in ESPN's college basketball and throughout CBS' March Madness coverage. In addition to new 30-second spots for the 2010 Infiniti G sedan and coupe, the car maker is sponsoring a new pre-game feature on ESPN.

The Infiniti College Basketball Tip-Off will run immediately before eight NCAA Division 1 men's match-ups, including seven Saturday prime-time games and a Tuesday night tilt. A supplemental "Inspiring Coaches" spotlight series will be available on ESPN.com and ESPN Mobile, prior to each Infiniti-sponsored game. The theme links to Infiniti's established "Inspired performance" tagline.

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