juke sensations challenge_case

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THE JUKE SENSATIONS CHALLENGE!TAKING THE JUKE THRILL TO FACEBOOK

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JUKE SENSATIONS CHALLENGE!CAMPAIGN OBJECTIVES

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!   Starting from an existing international TV and press campaign, Nissan France wanted to take the JUKE: BUILT TO THRILL theme online

!   We did so by creating a thrilling experience on Facebook that would help expand their fan base and reach high levels of engagement among Nissan lovers  

CAMPAIGN OBJECTIVES

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JUKE SENSATIONS CHALLENGE!GAME MECHANICS

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!   The JUKE is placed on a springboard. Its incline is adjustable, as well as the power of the launch. The player launches the JUKE by quickly dragging the mouse

!   Three levels that mirror the TVC: easy-air / medium-dirt/ hard-city !   The goal: to launch the JUKE as far as possible to retrieve a maximum of points

(points are linked to distance) !   On every level there are objects (most of them originally on the print ad) that take the

JUKE further (bonus) or slow it down (penalty) if we catch them !   Air. Bonus : rocket (gravity), Balloon (incline), Aerobatics Plane (Power). Penalty:

Mill (Power) !   Dirt. Bonus : Buggy (Power), Motocross (incline), Deltaplane (gravity). Penalty :

ice cream truck !   City. Bonus : Helicopter (Gravity), Skateboard (incline), Motorbike (Power), Jet

Pack (Gravity). Penalty: a newstand !   4 possible effects : Gravity (positive or negative effect), Incline (positive or negative

effect), Power (positive or negative effect), Friction (negative effect)

JUKE SENSATIONS CHALLENGE

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!   Every level is unlocked when the player reaches a given number of points (5,000 points for medium, 10.000 points for hard)

!   The distance / points ratio grows at every new level (if we travel the same distance on two different levels, we win more points in the hardest of the two)

!   There are four prizes to be won: !   Extreme Test Drive on Juke-R !   Skydiving !   Scuba diving among sharks !   Mystery thrill (Flight on a fighter plane)

!   After every game we can choose to keep our points or place them on every prize !   To define the winner of every prize there will be a lottery among the players who

have cumulated the required number of points

JUKE SENSATIONS CHALLENGE

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ARBORESCENCE  

Home  page   Game   Result:  POINTS  

Level  unlock   Point  placement  

Entry  form  

Share  

Invite  a  friend  

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ARBORESCENCE  Share  your  

score  

Invite  a  friend  

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JUKE SENSATIONS CHALLENGE!PRIZES

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JUKE SENSATIONS CHALLENGE PRIZES Thrilling experiences that build to a crescendo

EXTREME  TEST  DRIVE  

1  test  drive  with  a  Nissan  Nissan  driver  for  2  (+  transporta>on)  

SKYDIVING  

1  jump  for  2  (+  transporta>on)  

SHARK  DIVING  

A  trip  to  South  Africa  for  2    

MYSTERY  THRILL  

We  ini>ally  decided  to  leave  the  final  prize  hidden,  and  then  unveil  it  to  generate  buzz  

?  

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JUKE SENSATIONS CHALLENGE

3 prizes + a ultimate challenge. This final prize is an extreme experience, way off the beaten track

From the beginning of the game, players will be able to place their points in any of the four prizes

On the other hand, the more people place their points on a given prize, the less likely it becomes to be won through the lottery

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JUKE SENSATIONS CHALLENGE!SCREENSHOTS

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HOME  PAGE  

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RESULT  

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LEVEL  

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PRIZES  

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AIR  TVC  

Game  

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DIRT  TVC  

Game  

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CITY  TVC  

Game  

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BONUS  /  PENALTIES  

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JUKE SENSATIONS CHALLENGE!COMMUNICATION

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COMMUNICATIONS PLAN In order to maximize the number of active players, boost engagement levels and drive traffic to Nissan France Facebook page, a communications plan was conceived based on three levers:

1)  TV teaser, which aired for one week

2)  Dynamic OOH

3)  Community management on Nissan France Facebook as well as gaming forums in France

4)  Facebook ads campaign

5)  Integration of the game on the Facebook App Center

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TV  TEASER  

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DYNAMIC  OOH  

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FACEBOOK  TIMELINE  

Game  as  a  Facebook  app  on  the  Nissan  France  home  page  

Campaign  key  visual  

Community  management  

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FACEBOOK  ADS  

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FACEBOOK  APP  CENTER  

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CAMPAIGN RESULTS - ENGAGEMENT

2,214 players 313,491 games played 141 games per player on average

255 players made at least 5,000 points and registered to win a prize 2,023 tickets bought 7,9 tickets bought per registered player

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CAMPAIGN RESULTS - VIRALITY

Player scores were shared 1,146 times Feedback / reshare: 423 times Rate: 37%

Players invited 310 friends to join 120 invitations were accepted Rate: 39%

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MERCI