Nissan's positioning for their popular X-Trail compact 4x4 associates the brand with Extreme sports and activities to target their core male audience.
The Brief Develop a game concept that would extend Nissan's association with snow-sports during the Australian winter. Highlight Nissan's 'Extreme' brand positioning and appeal to the target active-male audience 25-40.
The Solution Working with the Multi Channel Network, who represent Australia's premium subscription TV brands, and Nissan, 3RD sense developed the 'X-Trail Big Air' Game campaign. A half-pipe snowboard game, X-Trail Big Air fully integrates the Nissan X-Trail brand messages and gives players the chance to win a snow trip. The game is hosted on a microsite accessed from nissan.com.au and features scoretables, personal statistics and full registration system that allows data collection. Players who register are also encouraged to sign up to receive product updates from Nissan.
The game is promoted across a range of Australian subscription TV channels, in highly targeted male audience environments, with a dedicated 30 second spot that drives viewers to play the game.
The Results The Nissan X-Trail game is currently live. Play it here!
"We don't stop playing because we grow old, we grow old because we stop playing" C. Wyatt Runyan
