Nissan new sports car try viral marketing

Nissan introduced the new sports car GT, tried some more alternative marketing activities. The new GT, priced at $70,000 trillion, is sold in Japan at the end of the year and then globally. The company's marketing drive has bypassed traditional large-scale television and outdoor advertising, switching to "http://www.aliyun.com/zixun/aggregation/8335.html" and "viral marketing": creating Word-of-mouth through a variety of game-placement programs.

In Japan, Nissan worked with a publisher to write a series of cartoon books, and the protagonist went to Nissan to get a job for a glimpse of the new GT uncover. Nissan has reached an agreement with Sony's video gaming department Sony Computer Entertainment and the electronics Art Company (EA) to download GT's video from its gaming software at the Tokyo Motor Show in late October, when Nissan launched GT. Nissan hopes to attract a group of young cars that have already known about GT.

Nissan's approach suggests a change in the use of advertising budgets in the auto industry. Viral marketing is not a strange word in many industries, but carmakers have always been more committed to television, newspapers and the outdoors. The situation is also changing, according to Nielsen's report, last year, global car manufacturers in television, radio and print media advertising costs fell by 1%, to 13.5 billion U.S. dollars. Meanwhile, according to TNS's media intelligence agency, the car industry's spending on internet advertising and other online marketing has increased by more than 4%, more than 700 million dollars.

For a long time, the game maker has been cooperating with some corporate clients in implantable advertising, such as EA's racing game, which has a licensing agreement with more than 30 car dealers and more than 200 parts manufacturers. But this time Nissan took a step forward in the partnership. The two sides have carried on the depth coordination in the marketing plan, the introduction time and the way and so on. Nissan is said to have only half the cost of a mass advertising campaign.

(written in 2007-11-13)