Nissan "Goodwill Festival of Speed"
Gran Turismo, the iconic racing video game, challenged auto manufacturers to develop their vision of a GT car in the year 2020, to be integrated into the current game, Gran Turismo 6, throughout 2014. Some manufacturers, including Nissan, also created physical concepts, translating their ideas from the virtual to the real and debuting them at various global events. and rolled out at a series of automotive venues worldwide. Nissan, one such manufacturer, called on inVNT to generated a social media campaign for Nissan that would inspired awareness of its concept, the Nissan Concept 2020 Vision GT, leading up to its ultimate physical reveal at the Goodwood Festival of Speed.
Working closely with Gran Turismo to galvanize attention for the unveiling of this sleek, futuristic vehicle, described by Nissan's design director Taisuke Nakamura as "a jetfighter grounded on the road," at the Goodwood Festival of Speed, INVNT extended the reach of Nissan's social channels into the gaming arena-a significantly broader socially- minded audience than that of that of the non-gaming non-gaming automotive aficionado. Building momentum by playing on the intersection of the virtual and the actual, INVNT artfully activated a month-long campaign via Twitter, Facebook, YouTube and Instagram., building momentum with tease after tease, playing on the intersection of the virtual and the actual by, for example, posting a high-res downloadable poster depicting a mysterious shrouded Nissan concept, an image also deployed via the personal Facebook pages of Nissan's Nakamura and Kazunori Yamauchi, Gran Turismo's revered founder and designer.
From a Yahoo photo exclusive to an Instagram teaser of the vehicle racing up Goodwood's famous hill, to a live Reddit "Ask Me Anything" interview with Nissan's Nakamura and Kazunori Yamauchi, Gran Turismo's revered founder and designer-Yamauchi and Nakamura, eliciting 1,000 questions within the first hour, -inVNT's launch strategy exposed the Nissan brand, and its NC2020 Vision GT concept, to a greatly expanded audience of car-passionate young people who have not yet bought their first car-attaining YouTube stats rivaling those for vehicles launched months earlier, at far bigger venues.