robert brown, nissan north america - diehard fan case study for marketing united

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Diehard FanCase Study

forMarketing United

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Robert BrownSr. Manager, Interactive MarketingApril 20th, 2016

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Cool App That Supports A Big College Program

ORMarketing Platform

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Context

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Content Marketing

Mobile First

OmniChannel

Mktng Automation

Big Data

Internet of Things

Social Media Mktng

2016 Industry Trends

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Digital vs. ‘Real Life’

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Brand Articulation

What is our responsibility to

embody ‘Innovation that

excites’?

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Background

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College Football Heritage

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Textbook Activation

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Nissan College 100

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‘Widest Reaching College Sports Sponsorship in History’

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Activation Challenge

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Onsite Roll Out

Powerful ON and NEAR campus Activation

Mechanism…

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Activation Gap

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Hyper Local vs Affinity

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Whistling Past the App Graveyard?

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Confluence of Consumer Behavior/Insight, Their Passion

Points, and Your Brand

Acceptable (Necessary!) Risk

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Sizzle, Sizzle

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Engagement: Anytime, Everywhere

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Results

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Reach and Mindshare

Source: Flurry

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Periodically, #1 Free Sports App

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Brand Attribution

AidedUnaided

68%

Source: Curious Brand Study March 2016

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Sentiment

Source: Curious Brand Study March 2016

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Recommendation

Source: Curious Brand Study March 2016

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How

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Visibility

WEB PAGE OPTIMIZATION (SEO)Maximizing web search discoverability

APP STORE OPTIMIZATION (ASO)Maximizing app store discoverability

+ =

Keys to Success

+

Promotion

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Search Results

Web SearchApp Store Search

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What’s Next?

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Don’t Do an

App

Identify the Confluence of

Consumer Behavior, Their Passion

Points, and Your Brand

Recommendations

Commitment to Flawless Execution

Make it findable/

Accountable

68% UnaidedAwareness

Get Credit

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Final Recommendation

All else being equal, use your boss’s alma mater in your comps-

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It’s About Brand Stories…

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Questions?36