MuchMusic and Nissan Canada have come up with an enviable combo of product placement, viewer engagement and online contest.
On Nov. 16, one contestant will win a 2008 Nissan Versa – the only proviso being that he or she must be in the studio audience or tuned into MuchOnDemand, the channel’s live fan-and-celebrity showcase, at the time of the draw. Before the winner is chosen, the audience will be seen interacting with the youth-oriented car in a series of customized games.
Prior to that, for the all-important viral element – and to attract more loyal MuchOnDemand fans – online entrants in the Nissan Versa Test will receive a bonus entry for every email address they provide to Much. Emails from the original contestants will automatically be sent to encourage more people to enter the contest.
‘Our audience is rabid for prizing, especially for a car,’ says MuchMusic director of marketing Susan Arthur. ‘So it’s a huge coup for us and a great brand partnership for Nissan.’
