Geneva Motor Show
- Nissan is using the latest social media technology to offer visitors a truly interactive on-stand experience
- Innovative RFID technology brings hands-free social media activations to fans, from an interactive photobooth to taking to the virtual racetrack with GT Academy
- The stand builds on Nissan's social media success at the 2012 Paris Motor Show, where over 8,000 on-stand activations reached over 2.8 million people on Facebook
Paris, France, 26 February 2012: Amplifying its ‘Innovation that excites' message, Nissan aims to be the most socially enabled stand at this year's Geneva Motor Show (7th - 17th March 2013), using RFID (Radio Frequency IDentification) technology to offer visitors a truly interactive experience. Whether it's through Facebook, Pinterest or Vine, Nissan will innovate with new social platforms, enabling those attending the stand to share their experiences via their own social networks and enjoy live engagement.
Using 14 different RFID activation points, Nissan will use a multi-platform social media strategy to communicate core messages from the show, engaging customers and audiences on appropriate platforms. 11 RFID sharing stations will allow content on all the cars featured on the stand to be posted to social networks instantaneously. In addition, an interactive photo booth will let stand visitors have their picture taken in various scenarios, including the front of a magazine cover alongside the Nissan Leaf, or as a Nissan racing driver. Once taken, the photos can be shared instantly on participants' social media channels.
A GT Academy area, based on Nissan's international virtual-to-reality contest that allows the best Gran Turismo players to become real race drivers, will also have an RFID share point. Here stand visitors take part in a virtual race, during which a photo is taken and shared on Facebook automatically. An interactive game based on the Nissan Note completes the range of socially enabled experiences on stand. To activate them, visitors just have to register an RFID card, given to them on arrival, via one of several on-stand iPad registration points. For Facebook, visitors can also pre-register using a mobile app. Also on-stand, three social media walls will showcase relevant conversations taking place across Twitter, as well as highlighting relevant content on Facebook.
For Nissan fans that can't get to the show, social media will be used to bring exciting content from the stand directly to them. As well as sharing live updates from the press conference via Facebook and Twitter, crowd-sourced video will be shared on an almost real-time basis using Vylcone. Meanwhile Vine and Instagram will be used to upload car pictures and close ups, and Pinterest will be used to promote Nissan brand territories. In addition, Nissan fans will have the chance to get unprecedented access by participating in a Google+ Hangout, broadcast live from the Geneva Motor Show.
Visitors will also have the opportunity to follow the pulse of the Nissan stand through the Experience Nissan consumer channel, http://live.nissan.eu/gb-en/, where information relating to each RFID sharing station will be relayed and details about the Geneva Motor Show stand will be shared.
Between 5,000 and 6,000 people are expected to participate in Nissan's interactive experiences first hand at the show, which kicks off with a press day on 5th March. The activations have been designed by TBWA GI/BEING, communication and global branding agency of Nissan Europe. The hands-free passive ultrahigh-frequency (UHF) RFID system was created by Dwinq, a social-media technology company based in Massachusetts, USA.
David Parkinson, General Manager Social & Digital Engagement for Nissan in Europe, explained: "Technology innovation is a priority for Nissan - not just in our product development but in everything we do, including events like the Geneva Motor Show. This is our most socially enabled stand to date and we hope that a broad range of visitors will interact with, share, and crucially, enjoy the experiences we've developed. Even if they can't get to the show, Nissan customers and fans around the world will also be able to join in by following our many social channels."
Nissan's social strategy for the Geneva Motor Show builds on the incredible success of previous social activations at the 2012 Paris Motor Show. There, a multi-platform social campaign resulted in 8,000 on-stand activations, 662,585 impressions on Facebook (with a reach of 2.8 million people), an uplift of 49,877 Likes and shares, and over 25,000 YouTube views.
The Geneva Motor Show runs from March 7th to 17th (with press days on March 5th and 6th). For more information, visit http://www.nissan-europe.com/, or one of the following Nissan social media venues:
You can follow the conversation from the show on Twitter using the hashtags #NissanLIVE and #SIAG.
About Nissan in Europe
What makes Nissan stand out?
Our belief is that everything we do needs to drive innovation and excitement for everyone: we bring unexpected solutions that deliver smart customer benefits and always generate surprise and exhilaration for as many people as possible.
We invented the crossover with Nissan Qashqai and added excitement to small cars with Nissan Juke. We are about innovative ideas that make future technologies available today with Nissan LEAF, the first affordable, mass-market, pure-electric vehicle and winner of numerous international accolades. When we think about performance, we see the opportunity to reach a wider audience - making performance truly accessible - and to challenge conventions. This is why on top of conceiving the accessible supercar Nissan GT-R we have developed the Nissan DeltaWing, a ground-breaking approach to Endurance racing reframing Motorsport conventions.
Nissan benefits from one of the most comprehensive European presences of any overseas manufacturer, employing more than 14,500 staff across locally-based design, research & development, manufacturing, logistics and sales & marketing operations. Last year Nissan plants in the UK, Spain and Russia produced 677,000 vehicles, offering 24 diverse and innovative products for sale in Europe today.
All this only reinforces Nissan's clear ambition to become the number one Asian brand in Europe