Multicultural Traditional Media Usage
fluent360| Nissan USA | "Nissan’s TriColorDeCorazón Mexican National Team Soccer Partnership"
fluent360 Website | Nissan's Website
With over 65% of US Hispanics being of Mexican decent and 35 million claiming fútbol as their #1 passion point, connecting in a deeper manner with this target was imperative for Nissan. So, we aligned the brand with their most beloved fútbol team: the Mexican National Team (MNT).
The partnership employed a 360 approach, which included broadcast, digital, social, on-site activations, direct and national PR components.
We created TricolorDeCorazon, a larger-than-life, on-site fan experience during MNT´s friendly games, where fans were transformed into super fans and met MNT legend, Oswaldo Sanchez.
In order to make our product shine, we designed the first-ever TriColor themed Nissan TITAN XD, destined for one lucky winner. We created a unique interactive website to house our content, and an award-winning app, Diehard Fan, where fans can virtually paint their face in MNT colors.
Fans voted for Nissan’s “Player of the Year,” to be recognized at Univision’s Premios Deportes award show. And for the first time, we brought the MNT to the Nissan Stadium in Nashville, TN, where we produced a halftime show with the Tennessee State University marching band that performed a medley of mariachi songs honoring Hispanic Heritage month.
This on-going partnership has not only garnered millions of impressions for the Nissan brand, it has also allowed Nissan to genuinely align the excitement and passion that fútbol and the MNT brings, with a truly authentic and relevant approach.
Source: I.H.S. Automotive, Powered by RL Polk Personal Retail Sales (April-August, 2016).
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