Nissan Community Tour
Shared values + commitment to community
To celebrate their commitment to equality and diversity, Nissan tapped GMR to produce the Nissan Community Tour—connecting the automaker with LGBTQ, Hispanic and soccer communities. Activating at culturally relevant events across the U.S., the tour helped highlight Nissan's shared values and dedication to community, and made stops at LA Pride, Boston Pride, Capital Pride and the 116th Street Festival, as well as several Copita Alianza soccer events.
GMR built a mobile footprint that traveled the country, connecting with consumers and their families through a variety of onsite engagements. Music and lively emcee announcements drew consumers into the footprint while face painting artists delighted those already inside. Interchangeable displays, created by GMR's digital team, were tailored to each event. A variety of different Nissan vehicles, provided by local dealerships, gave visitors an up-close look. Community-based interactive quizzes kept the focus local.
Guests could also hop up onto the Vortex platform and create a personalized 360° video, designed for sharing on social media.
Giveaways were distributed at all events, and visitors who registered at the Nissan footprint could enter an onsite sweepstakes, developed and fulfilled by GMR's promotions team. The grand prize winner received $5,000 to use for a flyaway trip to the destination of their choice.
The Nissan Community Program has traveled to 24 events nationwide, converting well above the standard.