The volume of conversation was picked up by 500 influential news outlets in 26 languages across 19 countries. The story generated over 400,000,000 earned media impressions without a single cent being spent on media.

We dug deeper into the conversations and saw thousands of ridiculously positive conversations in places where community members are inherently predisposed to hate brands and advertising - fans loved Nissan for solving the problem AND they really wanted to see Deadmau5 in the OMFGTR.

They weren’t alone.

Deadmau5 wanted to take the car for a spin. We had the data to validate there was a big opportunity to take this from a real-time social activation to a real-world activation.

We personally delivered a GT-R to Deadmau5, while he was playing a show in Las Vegas. To keep fans in the loop, we sent teaser snippets of the car en route across social media and spurred more conversation.

Deadmau5 posted his experience to all of his fans, ensuring that what happened in Vegas, didn’t just say in Vegas. Our insights translated into a culturally relevant, high-engagement fan experience. In one day Nissan acquired more Instagram followers than in a typical month. Fans that would have otherwise been impossible to reach in an authentic manner, fans that still interact with Nissan to this day.

The overall impact of the digital to real-world back to digital activation, initiated by listening data and fueled by data-driven insights, was tremendous. It was so popular, the OMFGTR was added to the know your meme internet pop culture database - but it didn’t stop there.

A dedicated fan even created a pixel-perfect rendering of the OMFGT-R, for Forza on the XBOX, one of today’s most popular console driving games.

Nissan is a brand that operates with a wink, striving to find the middle ground between brand objectives and the cultural topics fans care about - while having some fun in the process.

One of the most important global halo models for Nissan is the GT-R, a supercar with unrivaled credentials. The GT-R’s seemingly limitless capabilities have earned it iconic status in automotive circles as well as in video game culture. The GT-R takes on any road/track, any car, and any driving situation - it’s positioned as having zero competition and never backing down from a challenge.

We quickly transformed the conversational data from all communities into human insights, recognizing the need to speak credibly to Deadmau5 and his fans while also staying true to the brand’s own GT-R positioning. We tweeted at Deadmau5 with custom Nyan Cat GT-R imagery and some clever copy - the perfect balance of what his audience and Nissan’s audience wanted to hear, balanced by everything that the GT-R stands for as a Halo model for Nissan.

We tracked the response in real-time, monitoring every mention of our Purrari replacement. Deadmau5 tweeted at Nissan four times and even coined the car the “OMFGTR,” a clever nod to internet linguistics that set the social conversation ablaze. The volume of conversation versus traditional engagement baselines and earned media coverage necessitated further action to maintain momentum. Nissan delivered a quick, personalized “OMFGTR” license plate asset to Deadmau5 via twitter that further fanned the flames.