AUTOMOTIVE NEWS MARKETING SEMINAR: d i v e r s i t y, f l ex i b i l i t y a n d m o b i l i t y
FRED DIAZ SENIOR VICE PRESIDENT S a l e s & M a r ke t i n g a n d O p e r a t i o n s , N i s s a n U. S . A .
FEWER. BIGGER. BETTER OUR GOAL IN 2014 WAS TO GO BIG ON TARGETED MARKETING OPPORTUNITIES Sports The Voice Multicultural Core models Super Bowl
500% in increase in in soci ocial media ia in interaction 2.7M vid video eo vie views
COLLEGE FOOTBALL PLAYOFFS #1 cable event Over 33M viewers
THE VOICE Lif Life Coa Coach: GT GTR Cha Challe lenge: #RedThumb Prom Promise: 2.5M+ Views 5M+ Views 1.6M+ Views
MULTICULTURAL • 5+ years of double digit growth • 36% sales to multicultural consumers • #2 with US Hispanics • #3 with African Americans (just .3 pts from #2) • #3 with Asian American Global UEFA Champions League Sponsorship
SUPER BOWL XLIX • Two-decade hiatus • Improved brand OaO
A HIGHLY FLEXIBLE PLAYBOOK PRE PRE-GAME IN IN-GAME POST-GAME Content Creators Spot Charity Maxima Reveal Wink Teaser Social #WithDad Explosion
MOST TALKED ABOUT AUTO BRAND GLOBALLY
MOST TALKED ABOUT AUTO BRAND GLOBALLY 38K +22M 90 % TOP 10 #1 #withdad posts Increase in purchase YouTube views USA Today America’s favorite on Twitter consideration Ad Meter Super Bowl spot, winning ( Source: Edmunds.com) Google/YouTube AdBlitz
WHAT’S NEXT • Return of the 4DSC • 8 th -generation Maxima
• Strong, bold styling • Menacing, in-your-face attitude • Cummins street cred
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