Infiniti is significantly outspent in media by its competition in the luxury auto category – by at least 50% year after year. To stand out from the competition in an inventive and thematically-relevant way, Infiniti became the Official Automotive Partner of the Academy of Television Arts & Sciences (The Academy) for the 62nd Primetime Emmy® Awards on NBC. The Emmy® Awards are considered the highest honor in American television.Infiniti’s brand positioning hinges on the notion of “Inspired Performance.” This key brand credo afforded the perfect thematic opportunity to align with the Emmy Awards, which salutes excellence in national primetime broadcast television performances. The campaign was centered on the introduction of the all-new Infiniti QX56 and was designed to generate buzz through a unique, custom integration with a highly-viewed, marquee property on broadcast television. The intent of the creative messaging was to highlight Infiniti’s key brand attributes - luxury, performance, comfort/hospitality, innovative product features and expert Japanese craftsmanship. Infiniti brought the brand to life in collaboration with NBC at the Emmys. Media outlets were used synergistically and simultaneously to ignite buzz leading up to the show:• Mass reach was achieved by using teaser units in the Wall Street Journal and USA Today• Digital media on NBC.com, Hulu, CNN, Google and others helped drive anticipation• Social media experience was enhanced via Twitter and Infiniti’s Facebook pageDuring the day of the ceremony, Infiniti distributed video clips and live video streams through a video widget/player placed on NBC.com, Infiniti’s Facebook page and the Red Carpet/ Emmy® Awards section.During the pre-show and ceremony ten :30 spots ran and seamless product integration was highlighted by three custom broadcast vignettes created by NBC. They featured the cast of “Community” inside the QX56. On-the-ground activation included A-list talent experience, a presence in Emmy® Magazine and inclusion on the show program.Results were as award-worthy as the Emmy® Awards:• Sales of the QX56 rose 127% YOY in August and 68% YOY in September• Over 92MM total media impressions and 8.4 MM additional impressions gained from PR and Media coverage of the event• 18% growth in new Infiniti Facebook page followers• Over 1.1MM Twitter followers -- Infiniti became one of the “Top Tweets” during the ceremony• Infinitiusa.com traffic experienced a 63% lift during the hours of the show and a 93.5% lift for QX alone• 30 A-List Actors experienced the brand and helped on-ground activation garner a prestigious luxury brand perception