How one Nissan partnership drove 2.6% of sales

This event report outlines how Nissan, the carmaker, uses its sponsorship of the Heisman Trophy – college football's biggest honour – to engage consumers and drive sales.

How one Nissan partnership drove 2.6% of sales

Geoffrey PrecourtWarc

Jeremy Tucker, VP/Marketing Communications and Media for Nissan North America, steers clear of "spoilers."

Such unwanted information, he told the Association of National Advertisers' (ANA) 2016 Masters of Media Conference in Hollywood, Florida, takes the drama out of delayed-time TV viewing. And even though "we are a spoiler society," Tucker believes there's no TV audience like the viewers who sit on the edge of their seat, waiting for the outcome of a particular piece of programming.

And it's just that anti-spoiler stance which explains why Nissan has maintained a...

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