MOBI 2010 Best Mobile App for Social Media Finalist: PhoneValley for NISSAN EUROPE
publication date: Aug 24, 2010
Phone Valley for Nissan Europe
Executives: Jean-Pierre Diernaz - Marketing Communication General Manager Gareth Dunsmore - Interactive European Project Manager Cédric Ratinaud - Digital Specialist, Marketing Communications, Interactive Marketing Campaign Brief: Nissan Ski Challenge - PROVE IT is an innovative and breakthrough application: it is the first social media iPhone application dedicated to the skiing and snowboarding community. In addition to promoting the Nissan QASHQAI models, this innovative iPhone application not only serves the skiers community but also the ski resorts. It succeeds in creating a live and strong online community and provides users with a real interactive service, an entertaining and valuable brand experience on their mobile phone. The challenge was multi-faceted: support the PROVE IT umbrella campaign not only in order to raise awareness on Qashqai among its core and wider audience and to create positive engagement, but also to enable these audiences to interact among themselves as a robust community – and ultimately develop sales leads among in-market car buyers. Nissan takes advantage of all the iPhone functionalities to enable skiers and snowboarders to keep connected with their friends thanks to the only device they bring with them on the slopes: their iPhone. They prove the whole skiers community that there are tough like Qashqai. * 3D maps of 45 European resorts to locate themselves as well as their friends on the slopes. * iPhone users discover the 3D maps of European resorts like Tignes, Chamonix ou Mayrhofen. * They can turn around, zoom in, zoom out and resize the maps to locate their friends directly from the top of the slopes. The PROVE IT community lives on the slopes. The application is centered around social features to bring digital entertainment onto the slopes: skiers can share tricks, publish geo-localized photos, videos and events on the application’s 3D maps and on Facebook, and send messages to friends or schedule meetings at the closest mountaintop bar. Record your run and compete with the community LIVE: The app enables skiers to prove their toughness on the slopes. With a “Record your run” module, iPhone users can check their performance on 3D maps and compare it in terms of distance, speed and height with the whole PROVE IT community. Using the inbuilt GPS function of the iPhone, they can start recording at the top of a run, stop at the bottom, and then access a detailed map of their descent, including altitude, distance and speed, displayed on their iPhone. Resort Guide It provides a comprehensive description of all services and hot spots for day and night life. Qashqai Models The application enables skiers to check the Qashqai and Qashqai+2 models in 3D through interactive 360° spins, photo galleries and trust features. Link to the video: http://www.nissan-europe.com/proveit.html Link to the board: http://downloads.phonevalley.com/svc/awards/nissan_prooveIt/print/Nissan_ProveIt.pdf |
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