Nissan Versa Markets to Twenty-Somethings with iPhone, iPad and Facebook
"Most___ Per Dollar" is the name of Nissan Versa's marketing campaign. The ___ indicates headroom, legroom, MPG, and more.
"The Versa is bigger with this generation. It has more space per dollar in class, with best in class rear legroom," says Steve Oldham, Nissan Northeast PR Manager.
"The target demographic for Versa is neutral gender age 25-29, college grad, single, no children and $55K HHI [household income]. This person seeks an affordable, compact vehicle that is fuel efficient and provides confidence-inspired driving dynamics, whether commuting to work or on a weekend road trip."
A video campaign focusing on the Versa's flexible interior focuses on a group of hip 20-somethings, sporting a variety of wildly colored hats and hairstyles, shoes (yes, some that might rival Lady Gaga's), and even roller skates, piling into the 5 passenger compact car.
"The all-new Versa Sedan gives us a lot to work with, literally, with the most space, legroom, headroom, trunk room, and technology per dollar than any car in America-and that includes more rear seat legroom than even the Lexus LS460, BMW 5 Series, or Mercedes-Benz E-Class," said Jon Brancheau, Vice President, Marketing, Nissan North America, Inc. "Versa Sedan also has the lowest starting M.S.R.P. in America at just $10,990 and a long list of innovative features, such as dual injector engine technology-messages that we'll drive home in equally innovative ways."
Nissan is also using iPad 2 gyro technology to give viewers a multi-dimensional in-car experience. Another platform, iAd, uses iPhone's gyro technology to allow users to experience a 360-degree experience inside and outside the Versa.
And of course, Nissan is taking it to Facebook.
"Our target Versa buyers, in their mid-to-late 20s, are in unique places in their lives and careers, which are sometimes tumultuous as they settle into first real jobs," said Brancheau. "Their financial priorities and new time commitments make being with old friends who have dispersed to other cities a strictly online endeavor. The ‘Versa Road Trips' campaign gives them a chance to get reconnected in person and relive old times, bringing the online offline."
Facebook Road Trip, beginning in mid-September on myversaroadtrip.com, lets users create their own road trips and invite their Facebook friends along.
Five winners will be selected to receive a 2012 Versa Sedan and take the road trip they submitted with their friends. The winning Sedans will also be armed with stop-motion cameras inside and out. Along the journey, winners will submit updates, tweets, images and other content from the road so users can follow them on the website.
The footage from the trips will be used to create road-trip movies that will be shared in an online film festival.
Oh, and one last thing. The background music for the "Most _____ Per Dollar" campaign is from Foster the People, featuring the band's yet-to-be-released track "Don't Stop (Color on the Walls)."