Brand entertainment agency Stream is spearheading a high-profile brand
awareness drive to promote the Nissan X-Trail series with a campaign
running in Europes premier ski resorts.
The agency is collaborating with automotive company Nissan Europe on a
campaign based around the tagline: Stay in Control with All Mode
4X4i. The campaign kicks off later this month and incorporates
experiential and interactive mobile marketing activity.
Running in ski resorts across the Alps (including Verbier in
Switzerland, Livigno in Italy, Garmisch in Germany, Les Menuires in
France and Boi Taull in Spain) the campaign will see Stream unveil its
All Mode Run feature which allows skiers and snowboarders to create
their own personalised film of their run, all for free.
The skiers descent down the piste is filmed via a head-mounted camera,
and by a trained cameraman following the skier down the piste. At the
end of the run, the skier is given a branded waterproof card containing
a PAC (Personal Access Code), which they can use to download the run
from the Internet.
Stream has also set up Nissan-branded Bluetooth film zones in
strategic locations across each resort. Nissan Bluetooth Zones will be
set up in areas of high traffic and dwell time, such as at lift
stations and in resort restaurants, where skiers can download Nissan
X-Trail branded content onto their mobiles, free of charge.
Downloads include piste guides, resort guides and weather reports. Each
resort offers a total of six, one minute-long video guides mapping out
some of the best black, blue and red runs available in the resort. Each
guide follows a skier (assisted by one of Nissans robots), providing
key information to help them maintain safety and control, while
traversing each route.
The resort guides offer a 90-second video guide to each resort,
containing information on resort nightlife social and nightlife
activities, as well as activities such as husky guides, parapenting and
ice driving. The weather reports take the form of 30-second
multi-lingual daily SMS updates, provided by Duke Paris. For each
service, skiers will be prompted via Bluetooth to receive a guide and,
if opting in, a Nissan-branded message with piste information will be
sent directly to their handset.
In addition to the mobile activity, Stream will run 30-second teaser
trailers in all resorts, featuring leading British snowboarder and
member of the Pro Nissan Rider team, James Stentiford. The trailers
will run in all resorts bars, restaurants, and on the giant digital
information screens found around the various resorts. Bespoke activity
includes postcards, in-tray media inserts, and branded flags positioned
throughout the course.