THE PROBLEM

Nissan needed a way to take the dream partnership between the world’s fastest man Usain Bolt, and his GT-R, the world’s fastest production car and share this story with the world

THE CHALLENGE

To find an innovative platform for Bolt to share his excitement for the GT-R and become the ultimate GT-R evangelist

THE SOLUTION

•Make Bolt an official employee with the title, Director of Excitement

•Immerse Bolt in the GT-R experience and take his excitement to another level

•Create innovative ways for Bolt and GT-R to generate excitement and share this with the world

THE RESULTS

•Created news and experience, not advertising.

•650+ Nissan employees attended event (the most ever)

•7,553+ consumer attendees/fans at live event

•98 million+ digital online impressions

•Auction gold GT-R sold for $187,100; 3rd largest eBay auction bid

•Featured in sports newspapers, morning and evening newscasts

•Generated ¥512 million in earned media

•570% ROI

Nissan brought Bolt to Japan for a whirlwind tour of Tokyo, Nissan style.

First, giving him the opportunity to learn more about the GT-R and its performance on Nissan’s test track.

From there, a huge signing ceremony was held at the Nissan headquarters, where Bolt officially given the title, 'Director of Excitement'. With a one-of-a-kind gold GT-R was also created in his honor.

Also announced that this car would be part of an auction to support of his charity, the Usain Bolt Foundation.

Generate significant PR-worthy content and earned media that would propel the Nissan brand and GT-R forward.

·Created news and experience, not advertising

·More than 650+Nissan employees , 7,553+consumer attendees/fans showed up to the event.

·Live event streamed resulting in 98 million+digital online impressions across Nissan digital properties including Facebook and Twitter

·Auction generate 100’s of bids for the gold GT-R which sold for $187,100 and was noted by eBay to be the 3rd largest auction bid in their history

·Bolt’s arrival and event were featured in sports newspapers and picked up by various newscasts

·Event generated ¥512 million in media exposure(earned media)

·Resulted in an overall 570% return on investment(ROI)