Social media campaign marking launch of new Juke offers fans a personalised, social representation of themselves
March 5, 2014: Instagram and Twitter campaign launched at Geneva Motor Show on 5th March Entrants share images that display their own personality and receive customised reward in return Campaign supports the launch of the new Nissan Juke, Nissan's latest class leading crossover Continues Nissan's innovation in social media following ground-breaking campaigns using Facebook, Twitter, Pinterest and Google+
Geneva, Switzerland, 5 March 2014: - Nissan continues to innovate with its use of social media by launching its first pan-European Instagram campaign across the UK, France and Germany. The campaign is announced today from the Geneva Motor Show where Nissan yesterday unveiled the new Juke.
Looking to leverage and engage social media communities, particularly the existing community of Nissan fans and Juke enthusiasts, the campaign invites consumers to share a picture that represents their personality, using the #JukeDNA hashtag. In return, Nissan will send them a personalised image of the new Juke which is designed specifically for them.
The campaign reflects the dramatic design, advanced technology and wide-ranging personalisation options found in the new Juke, which has quickly established itself as Nissan's second most popular model in Europe.
"Personalisation is key for our customers and with the new Juke there is even greater opportunity for owners to really stamp their own personality on their car," said David Parkinson, General Manager, Social and Digital Engagement for Nissan in Europe. "We wanted to bring this experience to our social media communities, and Instagram is the perfect platform to do so. It already allows people to show off their personalities and express their creativity, so it makes perfect sense that we use this to support the launch of the new Juke."
How it works
Twitter and Instagram users are invited to share any picture which represents their personality, tagging it with #JukeDNA. Tapping into the existing and ongoing popular trend of personalisation, Nissan will use the composition of colour within their picture to generate a personalised gift. Nissan will send them an image of a personalised Juke using the main colours from the photo.
The campaign starts at 9am on 5th March. To enter the competition, entrants have to share an image of something they love or something which most describes their personality alongside the hashtag #JukeDNA.
Supporting activity on Nissan's Facebook and Twitter platforms will share some of the best entries and encourage more people to either take part themselves, or just take inspiration from the images.
The #JukeDNA campaign follows recent online activity to tease the new Juke launch. In the run up to this year's Geneva Motor Show, Nissan fans could ‘Interact to Discover' the new car - by visiting the Nissan social platforms, a pixelated image of the Juke was slowly revealed. Nissan is also building an online 3D module that allows users to personalise the new Juke in real time. It offers never seen before 3D quality for this kind of online personalisation tool, delivering a number of interior and exterior images - even on low end devices. The Nissan 3D Real personalisation module is available for the Juke, Note, Micra and will be available for the new Juke, new Qashqai and new X-trail later this year.
The campaign continues Nissan's ongoing innovation in social media engagement including Nissan's 2013 #Jukeride project which crowd-sourced a state-of-the-art, performance enhancing car, and a pan-European Pinterest competition to launch the new Micra.