Nissan Reaches Out To Online Audience
July 14th, 2006 by admin
Automaker sponsors “Star Tomorrow” on NBC.com
The title sponsor for NBC.com’s ‘Star Tomorrow’ is Nissan. The automaker has chosen to sponsor an online battle of the bands that ends when the winner gets a record label contract.
The sprawling NBC-Nissan deal covers branded integration, exposure throughout the competition’s Web site, a sweepstakes sponsorship, and placement within spots running on the NBC network to drive consumers to the Web destination.
The multifaceted sponsorship, which Nissan will use to plug its new Versa subcompact model, is an example of the emerging "content-surround" tactic, in which marketers look to follow a show by attaching their brands to its various multiplatform incarnations.
The multifaceted sponsorship, which Nissan will use to plug its new Versa subcompact model, is an example of the emerging "content-surround" tactic, in which marketers look to follow a show by attaching their brands to its various multiplatform incarnations.
Nissan will receive a pre-roll spot, set branding, banner ads and display ads on the ‘StarTomorrow’ site, a Nissan Versa giveaway and a virtual Versa lounge that will feature extra footage of the bands.
If the contest goes from online to on-tv, Nissan holds right of refusal as the sponsor there as well.
See Also
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Posted on Friday, July 14th, 2006 at 7:54 am
In Auto Warranty