Nissan Rumble was the World's first reality TV rally broadcast exclusively on Facebook. It was also the first rally fuelled solely by Facebook Likes. Literally: without a constant flow of new Likes the cars would stop.

Teams from four neighbouring Nordic countries competed for a €10,000 charity cheque. The Team Captains were national celebrities, and their co-pilots were selected from the public, offering them one week of fame. In addition to status and video updates from the road, the rally was produced into reality TV episodes broadcast on Facebook.

Nissan RUMBLE was the World's first reality TV rally broadcast exclusively on Facebook. It was also the first rally fuelled solely by Facebook 'likes'. Literally: without a constant flow of 'likes' the cars would stop.

Teams from four neighbouring Nordic countries competed for a €10,000 charity cheque. The Team Captains were national celebrities, and their co-pilots were selected from the public, offering them one week of fame. The rally was produced into reality TV episodes broadcast on Facebook.

Each nation’s Nissan Facebook fans liked their Team excessively to help them win. Each 'like' became a story on their Facebook timeline, making the campaign enormously viral.

The celebrity drivers spread our message amongst their existing fanbase. Also selecting the co-pilot from the general public gave us influencers to spread our message.

We also used Facebook advertising, web banners on relevant pages and programme co-operation with targeted radio channels and TVC.

Nordic Facebook fan base grew by 287%.Engagement levels like this were unheard of in the auto industry: 50,000 of Nissan’s 68,000 Facebook fans were actively talking about the campaign. In a market of just 25 million people the campaign generated 400,000 posts, 'likes', comments and shares which led to 450,000,000 campaign impressions—18 times the market population. 2.8m unique Facebook users were reached every day, meaning 11% of the market population.

Nissan's crossover earned media share-of-voice grew 11% in print and 41% online. The campaign made it to prime time news in 2 countries and generated 58 articles.