Nissan launches online sports channel DEC

Via the DEC, the content of the Nissan website can be distributed on YouTube and Facebook and thus reach a significantly larger audience. The background to this campaign is the marketing promotion of the Nissan Freeride World Tour FWT during the 2011 season, according to a Nissan press release. The launch of the DEC will be accompanied by a Europe-wide media campaign that is already drawing consumers' attention to the DEC through more than 30 specifically selected sales channels.

Via the DEC, Nissan can broadcast its program on YouTube, Facebook and its own website and also address viewers via the Google Content Network. The basic idea is not to push advertising messages to consumers, but to be present on the Internet with attractive content when visitors are looking for entertainment and are willing to engage with the content, says Bruno Mattucci, General Manager of Marketing Communications at Nissan Europe. The aim is to bind a large target group to the brand in the long term. The aim is to build a solid community around the brand.

The idea for the DEC came from the company Digitas, which designed the DEC platform and is now also responsible for editing the content. For example, the clips from the TV series "Freeride Spirit" are edited so that they are more suitable for broadcasting on the internet and for adding soundtracks. In addition, Digitas partner Performics is currently working on establishing and promoting the Facebook community "Nissan Sports".

The Nissan media strategy was developed in collaboration with OMD. On the digital media side, an extensive YouTube campaign has been launched, targeting a very specific audience of winter sports enthusiasts as well as a wider audience of sports and car fans through promotional videos, pre-roll commercials and teaser videos, which are displayed based on the selected categories and browsing behavior. The DEC and media campaign will also accompany the other major marketing initiatives Nissan has planned for the mountains this winter, such as "Fresh Tracks". This will offer skiers and snowboarders in four resorts (Avoriaz, Formigal, Livigno and Verbier) the opportunity to ski untouched slopes for up to an hour before they are opened to the general public. Nissan is also sponsoring three participants in this year's FWT - Aurélien Decroz, Xavier de Le Rue and Marja Persson - as well as FWT World Champion Geraldine Fasnacht, who will not be competing herself this year but will be mentoring up-and-coming freeriders during the tour.