• by Karl Greenberg , November 10, 2014

Nissan North America is partnering with Adam Levine, lead singer of Maroon 5 and coach on NBC’s “The Voice.” The  program is part of Nissan’s new multi-season sponsorship of “The Voice,” signed in September with NBC Universal, making Nissan exclusive automotive sponsor for the next three seasons. The umbrella program includes on-air custom content integrations, digital and social media activations and online at NBC.com. 

Among the activations are a series of on-air vignettes where "The Voice" season-seven judges and performers drive Nissan products. In the first vignette, debuting during the Nov. 18 episode of “The Voice,” Levine plays “Sugar” from the new Maroon 5 album “V” and drives the 545hp GT-R supercar. The video is also online at NBC.com/Nissan starting Nov. 18. The remaining vignettes, featuring season seven artists, air on Nov. 25 and Dec. 2. 

Said Fred Diaz, SVP, Nissan sales and marketing, and operations, in a statement, “Expanding on Nissan’s partnership with NBC’s ‘The Voice’ is yet another way the brand is reaching beyond traditional advertising and marketing programs to connect directly with our consumers.” The program was developed with OMD and Nissan AOR TBWA\Chiat\Day.  

Nissan will also be host of a “Nissan Talent Drive” promotion offering a chance to go to “The Voice” finale in Los Angeles and front-of-the-line auditions pass for a future season. The program is a backseat audition: people at “The Voice” filming at the Ryman Auditorium in Nashville on Nov. 11 and at the Los Angeles filming on Nov. 17 and 18 at Universal CityWalk can get in the back seat of a Nissan Rogue and do an audition song. 

The top three entries chosen by a panel of judges from Nissan and “The Voice” will be posted on Facebook.com/NBCTheVoice Dec. 1- 5. Consumers vote for the ultimate winner. And people who vote on the Facebook site are entered to win a sweepstakes that will send one voter to “The Voice” finale as well.

Nissan also sponsors "The Voice Official App", at App Store and Google Play, that has show content and a means to vote during the broadcast of the show. Nissan also sponsors "The Voice Tailgate," a behind-the-scenes, pre-show social media event where people can interact with artists, coaches,  performers and other celebrities. Viewers, who log-in for the tailgate party, are rewarded with behind-the-scenes social content, including exclusive photos and video from The Voice, per the automaker.