Nissan has partnered with Toronto-based agency Capital C and Waterloo-based LiveHive Systems to bring interactive elements to CFL game broadcasts using nanogaming technology (two screens, one experience). The initiative drives viewers from TSN’s coverage (all 72 games, including the Grey Cup) to an interactive digital offering called ‘Nissan Make the Call.’
Viewers watch the game on a TV screen while they are online at cfl.nissan.ca, making predictions about coming plays, answering trivia questions, taking part in polls with other viewers, chatting with other fans and creating competitions with their friends.
There is also an integrated Facebook app that effectively gets Nissan into the social networking space with this campaign. The social networking feature is meant to extend audience engagement beyond the length of the broadcast, giving players a means to compare their results with friends after the football game is over.
Prizes including gift certificates and custom football jerseys are also part of the experience. The grand prize is four tickets to the Grey Cup plus $4,000 in spending money.
Capital C created the promotion strategy and TV spot, which was featured during the third quarter of the game this week on TSN. The agency was responsible for all visual elements/branding, amplification and program management such as contesting and prizing. Capital C brought LiveHive (and its nanogaming platform) into the mix.
LiveHive president Dave Bullock says it’s the first time his company has done a deal directly with a major advertiser. Previously, it has partnered with broadcasters such as Turner, ESPN, NBC and Global Television to bring interactive initiatives to NHL hockey, NFL football, NBA basketball, NASCAR and some reality TV fare.
‘Advertisers and brands alike have seen the value of nanogaming as an effective digital ad platform where they associate their brand with a compelling event, such a live sports telecast or a reality TV series,’ says Bullock. He adds that Nissan’s latest initiative shows the marketer ‘wants to be part of the vibrant fan dialogue.’
