When you are surfing on the Internet or watching YouTube videos, you probably encounter ads posted by auto manufacturers. They often show stylish cars cruising through forests, or families driving though dangerous roads using on SUVs.

Nissan has been struggling to find an effective way of promoting its low-end sedan, Versa. This product is priced at $10,990 in the US, making it one of the most affordable cars in North America. The low starting price, however, does not mean there is no need for advertisement. In fact, Nissan needed to effectively reach the Versa’s target segment; young and technology loving people, who spend most of their spare time either on their smart phones or laptops.

By using iAd, Nissan tried to reach consumers through Apple products that have gyro technology installed. Viewers who are watching Nissan’s advertisements can rotate their devices and get a 360 degrees viewing experience of the car. Viewers can also try some digital features of the product, and they can even change hats and shoes people are wearing.

Nissan found the iAd campaign to be more effective than previous ads for 3 reasons:

Firstly, according to Michael Awdish (Marketing Communications Manager of Nissan North America), iAd allowed Nissan to gain more customer engagements through on-app interactions. Nissan also found that customer engagement time is longer than normal on-line ads. Customers typically spend one minute or more to surf the iAd. Nissan has been trying to increase the customer engagement time because their previous campaigns saw viewers leaving too soon.

Secondly, customer click-through rate is higher on iAd than other types of ads. 360 degree viewing experience using gyro provides an unique experience for viewers, and it attracts more potential customers to the ad.

Nissan is also planning to attach QR codes on all cars in dealer lots to allow viewers customizing  vehicles on their mobile devices.

Use of gyros for mobile marketing has just started. Success of this marketing tactic depends on how consumers perceive deeper engagement opportunities. If it becomes popular, we might see a large number of people rotating their mobile devices on streets in near future.

For more information, visit:

https://www.youtube.com/watch?v=r9-QCWVriSQ
http://totalaccess.emarketer.com/Interview.aspx?R=6000564&dsNav=Ntk:basic%7cweb+design%7c1%7c,Ro:7

Posted: 02|12|12 at 9:26 pm. Filed under: Uncategorized.
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