Objectives

To amplify Nissans on-stand activity at the Goodwood festival of Speed.

Solution

One of the core engagement activities on Nissan’s stand at the festival was ‘Sketch in a Car’: an opportunity for customers to be sketched in a mock up Nissan, and then take their hard copy drawing home with them as a souvenir of the day.

We decided to expand on this idea and fully utilise the ‘fun element’, so we developed a Facebook application that would display these ‘sketches’ and allow participants to easily share them with their family and friends. To do this, we simply uploaded the hard copy images to the app via scanners.

In order to drive participation, when the photos were uploaded, a simple data capture was also used to obtain entry into a competition - a campaign which we further incentivised by putting an i-Pad up for grabs for the person whose sketch received the most votes from their friends on Facebook.

To remind participants of their experience and re-engage them at key stages of the competition, a personalised email was also sent out, along with a reminder of the competition prize on offer and a link to their own picture on Facebook.

This “Sketch in a Car” campaign proved to be so successful it was then utilised across a range of other Nissan events during the summer.