To improve Nissan brand awareness, opinion and favourability we created a multi-discipline partnership with Yahoo!, developing an online concert series unlike anything that had been done before. By staying ahead of the digital curve Nissan and Yahoo created a property that completely engaged Nissan target consumers and changed the media landscape.

We combined “transformational marketing” initiatives with solid experiential, public relations and sales force incentive extensions to naturally immerse the brand into the consumers experience. “Live” music translated to increased time spent online in and around the Nissan brand thanks to an engaging and truly integrated consumer experience.

+1MM clicks to NissanUSA.com and +73K core actions 1.8B branded & co-branded ad impressions$2MM in top-tier PR value+9MM unique visitors 84MM video streams for Nissan Live Sets+29B editorial views, ad impressions and audio/video streams across the Yahoo! Network

Nissan Live Sets takes place in a custom-created, branded soundstage on the FOX Studio Lot in Hollywood, California. Live audiences experience the shows (two per month) first hand, while the A-list artists performances are distributed both digitally and on television. The integration was engaging, dominant and surrounded the consumer at every touch-point. The “live” performance seamlessly transferred the Nissan brand and provided additional value to the consumer’s digital experience. A-list artists playing in the intimate setting and answering questions from the audience added the “wow” factor.

Music is a key psychographic of Nissan’s target consumers, the “media multi-taskers,” and Yahoo! Music delivers the largest reach in this audience. By meeting the media multi-taskers where they live we had the opportunity to integrate Nissan into their everyday lives.