Nissan changes lanes on marketing measurement
Stephen WhitesideWarc
In 2015, Nissan North America ran its first Super Bowl spot for more than a decade.
The brand's "With Dad" commercial followed the fictional journey of an aspiring racing driver and his family. Alongside packing an emotional punch, the effort allowed the Franklin, Tennessee-based carmaker to demonstrate a passion for high-speed innovation by showing off its new GT-R LM NISMO car intended to compete at Le Mans.
In a bid to expand on the latter message, Nissan and agency Critical Mass built an interactive experience that captured the GT-R LM NISMO...