Nissan has a
couple of unique programs going on with its Versa Note compact car that involve new relationships with Amazon and VEVO under its "Your Door To More" campaign.
First off, the automaker has
partnered with Amazon for a program that gets shoppers to consider a car with their new futon, or shoes, or whatever they’re mulling. The program includes an Amazon page for the car and an offer
of a $1,000 gift card with purchase or ease of the car. The program gets a supporting ad push on the digital shopping and lifestyle behemoth and on Kindle Fire, with links to the Versa Note Amazon
page.
Note to dealers: No, Nissan isn't actually selling the car on Amazon, so don't lawyer up. In fact, the project ushers participants down the funnel to dealers’ marble floors via an
online concierge at the Amazon page, who connects the shopper to the dealer, with user selecting the dealership, and makes the introduction.
Here's the cool part. Once the deal is made, the
dealer delivers the car Amazon-style in a huge cardboard box complete with the the Amazon "smile" logo emblazoned on it.
As for the Vevo program. Well, since Versa Note is the kind of
compact car Nissan would very much like to see in active-lifestyle 20- and 30-somethings’ driveways, especially since it has a larger interior space than the late model, there pretty much has to
be video play. Last year and this year, the company experimented with that in the six- and 15-second smartphone democracy of Vine and Instagram. In the new program, which, like the above, is wrangled
by AOR TBWA\Chiat\Day, high-production value for both traditional Web screen format, plus tablet, mobile and connected TV takes precedence.
The "Nissan Tracks" campaign puts three major music
artists in front of the camera covering summer hits by even bigger names. The first, starting on Wednesday is Skylar Grey doing Daft Punk's "Get Lucky." Later, a rock band, Mona, will star in a Vevo
video doing Rihanna’s “Stay.”
Nissan said it chose Vevo because of its young audience demo, and its 54 million unique visitors each month, making it the top music
platform on the Web. Vevo says it’s the top music platform on the web and over 50% of its U.S. views are on mobile devices. And it makes its own narrative content: some 2,000 episodes of
originals with north of 850 million views, per the platform.
Jonathan Carson, chief revenue officer at VEVO, said the Nissan program is the first time the channel has ever worked directly with
an artist to cover an existing song and music video.
Jon Brancheau, VP marketing at the automaker, said music's an important touch point for younger consumers born in the ’80's (as it is
for everyone). “Music is a big passion for the Versa Note audience, and VEVO was a natural fit for us to partner with."