Integrated Online Campaign / Automotive: OMD / Nissan / Nissan GT Academy


Nissan's challenge was to connect the average consumer to the unattainable dream of driving a race car, while raising the performance profile of the brand. By creating Nissan GT Academy, a national tournament featuring PlayStation's Gran Turismo 5, the top driving simulation game, Nissan meshed gaming and branded entertainment to entertain, engage and reward across multiple platforms from gaming consoles to social networks and TV. It began with a tournament to find the best virtual Nissan GT5 racers in the U.S. Sixteen contestants were chosen to move to the next phase, real-world racing. After a rigorous one-week selection process, all captured on film (reality series airing this fall), a winner was chosen to join the European winners, making it a global effort. The campaign attracted 53,797 aspiring racers; over 35 percent of these opted in for more information from Nissan, far surpassing average opt-in rates for Nissan campaigns.

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