Mastering the Integration Maze
Rebecca Lieb
With the Rogue campaign, Nissan and its agency partners successfully navigated the multiple and challenging labyrinths of integration, branding, targeting, and measuring
The Nissan Rogue campaign included (1) a series of digital games, (2) viral videos of a Gen-Xer whose Rogue fits his lifestyle perfectly, (3) a TV ad, (4) a cutting-edge Papervision3D banner ad for the Web, and (5) super-rich online media showcasing the SUV's interior and exterior.Think compact SUV and familiar images come to mind: moms, domesticity, and suburbia, to name a few. When Nissan launched a campaign for its Rogue...