NISSAN: HEISMAN HOUSE

What do you do when you’re running a campaign that’s in its 11th season and is already beloved by fans? For the 2021 Nissan Heisman House, we used that longevity to our advantage, going back through a decade of old fan tweets and picking our favorite suggestions as inspiration for the 10 spots we created. We chose the best tweets, wrote like crazy, then reached out to the extremely stoked tweeters and bought the rights. Then as the campaign rolled out, many of the fans that contributed were interviewed by ESPN talent during the College Gameday broadcasts. The films combined for over 100MM+ views and 1MM+ total engagements, while Nissan saw a significant boost in brand awareness (+9.4%), consideration (+10.1%), and recommendation (+9.8%).

ACD/CW: Phil Fattore, ACD/AD: Alyssa Fishman, Directors: Aaron Stoller and Cameron Harris

Case Study:

The campaign featured ten TV spots that were all inspired by real fan tweets going back a decade:

To further stoke the fans during the season, we created “STICKER DROPS.” (You know when they have that IG sticker media already bought? We wanted to actually do something cool with it).

So we gave away 1/1 collectibles based on their ideas, with ESPN and the players teasing the drops in their IG stories.

With the fastest to hit the sticker getting the goods.

Then Nissan released the Sticker Drops in their stories, and the winners got 1/1 collectibles from the campaign.