We took on the challenge of turning the NBA JAPAN GAMES, into a Nissan brand experience.

The mops equipped with Nissan's autonomous driving technology hacked the halftime, stole the audience's attention, and engage with the brand. This is truly a game-changing idea that turned Sport Entertainment into a brand experience.

NISSAN supports the NBA JAPAN GAMES.

It is the world's most prestigious game, with over 60,000 arena spectators and fans from around the world watching the live broadcast in a frenzy.

We set out to showcase Nissan's technology to fans and to instill an image of an innovative brand.

But no one is interested in the commercials that play between games. They don't remember that logo on the court. We had to think disruptively, to turn Nissan technology into content, and give the fans watching the game a brand experience they would never forget.

We developed the world's first mop incorporating Nissan's automated driving technology and

hacked the NBA halftime show and changed it into a demo for Nissan's technology.

Audiences believed the cleaning staff would start mopping, but they were greeted by the sight

of the mops moving and cleaning of their own accord, while dancers weaved in between.

The almost magical convergence of disruptive tech and poetic dance turned halftime into a spectacle for Nissan's technology.

NISSAN’s innovative branded experience was remembered by all.

We devised a strategy rooted in a thorough analysis of the audience's consumer journey and insights.

Methods already exist to elevate brand exposure in sponsorship of sporting events.

However, fans are too excited about their dream match to be interested in brand names exposed on the court or LEDs or branded content displayed in the arena. How could we capture their insights and engage them?

Our answer? Half-time. The most tedious part of the match, when the excitement slumps and people go to the bathroom

or fiddle with phones.

We dared to hack the boring halftime and turned it into an eye-catching brand experience.

At the interval the mop-cleaning crew appeared.

The spectators in the arena and the players at courtside were expecting the usual tedious court cleaning to begin. However, as soon as the staff let go of the mop, it ran onto the court by itself and began to clean. At that moment, the entire arena erupted in cheers of amazement. Then began the dance performance between the automated mop and the human.

The unprecedented interplay of technology and humanity thrilled the audience, and the video was immediately spread far and wide. In a completely novel way, Nissan transformed a sporting event into a brand experience through technology. Nothing less than a game changing brand experience.

［Timeline]

October 1, 2022 1-day implementation

［Placement]

Saitama Super Arena LIVE demonstration, NBA Rakuten, Rakuten TV, YouTube

［Scale]

More than 60,000 people attended over

*Includes figures for the entire event period.

The never-before-seen brand experience made possible by Nissan's technology easily transcended the arena, which was attended by 60,000 people.

Despite zero media costs, the audience who witnessed the event with their own eyes and recorded videos became the media, spreading the event around the world. Consequently, the event succeeded in producing the best results in Nissan's history.

・Video views 41,650,000+

・Over 2,000,000 social engagements

・Over 97,460,000 social impression

・Articles in sports / tech media around the world（2,581 news articles in 47 countries）

・about ¥610,000,000 earned media

・Record site traffic for ProPilot self-driving technology.

After the buzz, Nissan has been inundated with inquiries from entertainment events around the world.

The day may soon come when Nissan's automated mops are scrubbing floors in your country.