By Barry Janoff
December 2, 2014: With the road to Super Bowl XLIX, the first College Football Playoff and other high-profile sports events quickly filling up, Nissan North America unveiled plans to take a fast lane to reach consumers and viewers.
Nissan said that as part of its “Big Moments” marketing strategy, it would advertise during NBC's broadcast of Super Bowl XLIX on Feb. 1 — its first Super Bowl spot since Super Bowl XXI in 1977 — have a "major presence" during the College Football and the NFL playoffs, as well as expand its multi-platform alliance with NBC’s The Voice.
“This is a great time for Nissan to make a big brand statement in front of one of the largest global audiences of the year,” Fred Diaz, svp-Nissan sales & marketing and operations U.S. for Nissan North America, said in a statement. "Nissan is on pace for its best sales year ever in the United States – and that’s with five weeks still to go in 2014."
According to Diaz, "We’re not about to let up on the accelerator now, or in 2015, with the upcoming launches of the all-new 2015 Nissan Murano crossover and several other critical new vehicles.”
Nissan said that details about its 60-second Super Bowl spot and integrated social media elements would be revealed closer to the game. Thirty-second commercials on NBC are going for upward of $4.5 million, according to industry analysts.
The automaker said that its CFB marketing would be a "natural extension" of its Heisman House campaign in conjunction with ESPN, which supports Nissan's role in its fourth season as the presenting sponsor of the Heisman Trophy, which on Dec. 13 will be presented to the top college football player of the year.
One spot in particular, "Playoff," sees Johnny Manziel, former quarterback for Texas A&M and 2012 Heisman Trophy winner and now with the NFL's Cleveland Browns, having trouble understanding the difference between a college bowl game and the new college football playoff system.
Nissan also enhanced its role with The Voice last month via a deal with Adam Levine, lead singer for Maroon 5 and a coach on the show.
In addition, Nissan is in its fourth season as a sponsor of the motorsport show, GT Academy, which airs on Spike TV, MTV2 and Hulu.
“Our approach of using fewer yet bigger moments is already paying off,” Diaz said. “Consumers are going to be hearing a lot about Nissan, and our bold new models like Murano, throughout the next few months building up to Feb. 1. We’re going big, and there’s no bigger moment than the Super Bowl.”
According to Nissan, its sales growth to date 2014 is "more than double the automotive industry average," lead by the introductions of new models such as the Rogue, Sentra, Pathfinder and Altima. Nissan said its Leaf is "setting all-time sales records for electric vehicles."
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