Extending The Super Bowl Halo By Showcasing A Car Of The Future

As Nissan interactive marketing executive Robert Brown put it, the brand “tripled down” on this year’s Super Bowl with a poignant 90-second spot that focused on an emotional father-son story. 

Speaking at the OMMA LA conference today Brown said the spot was critically well-received, cracking the top 10 in USA Today’s annual Super Bowl consumer poll. 

But investing in the Super Bowl is a big expense—:30s went for $4 million-plus this year—and brands need to extend the halo effect to the max. 

Brown explained how he focused on extending that halo online with an “immersive experience” centered on a film with extremely high production values about Nissan’s racing heritage, called “Meet the Machines.” The star vehicle was a prototype known as LMP1. 

The effort didn’t produce a lot of web-based lead generation, Brown acknowledged. But it did produce value by attracting the interest of a “key interest group,” namely racing enthusiasts while reinforcing the brand's racing credentials. Such initiatives won’t generate immediate sales he said. But if done right they “can support future demand.”



Next story loading loading..

Discover Our Publications