College games are very popular – the NCAA March Madness tournaments are almost as popular as Super Bowl. With so much attention on the games, the players, the coaches and all the fun, Nissan was smart to jump in on the action and sponsor the event. That translates to prime real estate for all the commercials – taking Nissan right where the action is.
Smart move, if you asked me.
And then Nissan goes a step further. For most fans, the stars of the game are on the field – they can watch them in action on the courts (if they were lucky enough to snag tickets) or watch them on TV. Nissan gives all the March Madness fans the opportunity to see some of their favorites up close and personal: off the courts and whizzing past, having a whole lot of fun, on “The Road 2 the Final Four.”
This way, fans are going to watch the commercials too! Not use the time for a bathroom break or to check work email.
Then Nissan steps it up. It introduces TikTok Now. And ties it up with a contest! Sheer genius!
They’ve got the prime time slots. They have the stars in their spots. And they have a contest. Talk about a great way to keep the attention of everyone that’s watching on the game and its greats. And very unobtrusively, on Nissan!
This last move is not for the slightly older crowd. I mean older than Gen Z.
Because Gen Z is a whole different ball game!
Gen Z likes to keep things real. And Nissan follows suit. No forced stuffing of commercials with different themes into this adrenalin pumping, frenzied energy-filled space. Keeping it all cohesive.
And more importantly, keeping it digital. Because that is the way Gen Z watches sports. Not on a playing field - but digitally. It has been reported that YouTube, Instagram and TikTok are Gen Z’s most popular sources of sports news. And nearly half of them have never watched a live game. 2 out of 5 don’t have a favorite team!
But they like TikTok and they love BeReal. So by bringing in TikTok Now, and throwing in a contest that is all about keeping it real and authentic, Nissan is sure to get the attention of Gen Z as well.
Smart moves all the way, Nissan!