PRESENTS A CAMPAIGN FOR
MOVING FORWARD
The concept of “Innovation” is highly appealing to our technologically-dependent
One of the most significant unifiers for MCMs is their shared understanding of
society. Most companies claim to be driven by its pursuit, but providing innovative
living a double life of sorts, adapting to many personal, cultural, and societal
products and services is no longer a value-add; it is expected. For Nissan, a
pushes and pulls present in contrasting environments. Being one thing to
brand committed to innovation, this presents a challenge when communicating
some and another thing to others is an everyday reality that all MCMs have
to a younger audience. How can the brand distinguish itself from competitors
experienced on some level. Nissan can authentically connect with MCMs by letting them know the brand
more authentic level?
“gets it.” Nissan possesses its own unique double life. To some, it is a practical To appeal to MCMs, Nissan must demonstrate genuine understanding of this
brand. To others, a sexy, exciting brand. Balancing these two personas is a
group’s unprecedented diversity. MCMs see their world not as separated by
competitive advantage for Nissan, an opportunity for the brand to be innovative
race and ethnicity, but bonded by shared life stages and interests. As such, this
not only in technology, but also in the way it connects with MCMs.
group is extremely skeptical of ethnocentric marketing messages. Identifying MCMs as somehow different is effective only in alienating them from Nissan
Ultimately, Nissan must capture the MCM’s interest through the seamless
and each other. Instead, innovative brands like Nissan need to approach MCMs
blending of creativity, technology, and media. Using a media strategy heavily
in a new way by highlighting how individuals in this group are unified by their
reliant on technology, Nissan’s creative executions will appeal to MCMs in a
shared lifestyles, experiences, and worldviews. Nissan needs to celebrate the
fresh and relevant way, accurately depicting their life realities and tensions.
connections MCMs have with each other and with the broader millennial culture, rather than segregate them from society by highlighting their stereotypical differences. An MCM is an individual that, like any other 18-29-year-old, simply wants to be recognized as a person. Race is not an issue. Although MCMs as a group include African-, Asian-, and Hispanic-Americans, three different ethnically centric messages are unnecessary to connect with this audience as a whole. An umbrella campaign for Nissan will be viewed as more open, resonant, and authentic to the typical MCM.
CASE OVERVIEW
Executive Summary Automotive Landscape Lifestyle Brands SWOT
1
RESEARCH 5 Target Audience Research Overview Secondary Research Unifiers Primary Research Key Insights
CREATIVITY + TECHNOLOGY
Campaign Problem + Big Idea Campaign Objectives + Roll Out Strategy Paid, Owned, Earned Media Strategy Message Strategy Executions Cause Branding
11
PERFORMANCE 27 Parthnerships Media Flow Chart Media Justification Budget Breakdown Concept Test Metrics + Evaluation Bibliography
RESEARCH I CREATIVE + TECHNOLOGY I PERFORMANCE II RESEARCH I CREATIVITY + TECHNOLOGY I PERFORMANCE
while connecting with the Multicultural Millennial (MCM) audience on a deeper,
CASE OVERVIEW CASE OVERVIEW
NISSAN + MULTICULTURAL MILLENNIALS
DIFFERENTIATION THROUGH A DEEPER CONNECTION The automotive industry is full of repetitive messaging. Specs, styles, colors, size, fuel
To reach younger drivers today, Nissan must utilize the idea of innovation in a way
economy, all are common appeals surrounding vehicles. Highlighting these tangible
that authentically and genuinely connects with them. This is an opportunity for Nissan
elements is an easy, yet short-sighted way to communicate value to consumers. Such
to stand out from its competition. By shifting its focus away from product traits to
elements primarily appeal to an audience’s rational thinking, doing little to connect on
the lifestyles and passions of MCMs, Nissan can establish a more compelling brand
an emotional level. Younger drivers want deeper connections with brands. A brand must
association in the minds of tech-savvy millennials.
also communicate its inherent value in a more distinctive and personal way to create a deeper, more authentic connection with MCMs.
LEVEL ONE COMPETITORS Nissan’s biggest competition comes from Toyota, Honda, Chevy, and Ford. Combined,
INNOVATION AND THE AUDIENCE’S LIFESTYLE
these companies possess 60% of the total automotive market share and are the most
Nissan has always been an innovative brand. Originally named “Datsun”, it was the first
popular brands across all audience segments. Being the largest, these brands establish
foreign brand to build its own cars in the U.S., cars valued for their style and performance.
the general tone of the entire industry. Nissan cannot avoid competing with these brands
Despite its technological strengths as a brand, Nissan has not successfully cultivated a
for overall market share. However, to effectively stand out in this category, Nissan must
sufficiently distinctive brand image in the consumer’s mind, something its competition
distance itself from these brands by offering an experience to MCMs, rather than “just
has accomplished quite well. Even a popular idea like “Innovation” seems overly broad,
a car.”
lacking a deep connection with many audience members. 2 2
POSITIONING
Vehicles for change achieved through moving forward
continuous improvement and reinvention.
Tough cars created for explorers and Go Further
rough terrains.
A brand that sees the world through the eyes The Power of Dreams
Chevy Runs Deep
of dreamers, and makes their dreams a reality.
VALUE CREATION Dedication to quality and reliability has made Toyota the industry leader. It manufactures a large variety of cars, 18 represented in 2010’s Top 50 cars by Consumer Reports. The company’s consistency has resulted in a very brand loyal consumer base. Ford strives to build great products that are reliable and tough. Its reputation for durable cars and providing excellent customer service has established it as the reliable American brand.
Honda is committed to improving the automotive industry. Its focus on safety, quality, environmental technology, and the joy of mobility, has established it firmly in the market. The brand appeals to those passionate about the future and the image their cars exude.
A brand that transcends generations and
Chevy’s heritage is built upon performance and style. The brand provides an interesting
is passed, “from fathers to sons.”
mix of practical and stylish models that appeal to an image conscious audience.
LEVEL TWO COMPETITORS
COMPETITIVE LANDSCAPE
Although Toyota, Ford, Honda, and Chevy represent the biggest players in the industry, three
The chart below illustrates Nissan’s competitive set based on the message approach of each
smaller brands have established strong ties with millennials in particular. These competitors
brand. Nissan is currently focused on feature-based advertising. To distinguish itself from the four
appeal to younger audiences by focusing their message strategies more on the lifestyles
biggest brands while connecting with the younger audience, Nissan must better associate with the
of consumers than the features of the cars. They use a variety of entertainment-based
lifestyles of MCMs and do so more effectively than Mazda, Scion, and Kia.
are cool and comfortable. To connect with MCMs, Nissan should adopt strategies more in line with these lifestyle brands than with the biggest, mass-appeal-driven auto brands.
MAZDA has successfully established itself in the “insightful, stylish, and spirited products.” It expressly targets “individuals that want to stay young,” expressive, zoom-zoom
passionate, and confident in their choices. Mazda inspires joy and freedom experienced from the emotion of motion,
Experience-Focused
something that, “all children instinctively know about.”
SCION is the most popular car brand among millennials and revolves around a community that thrives on creativity such as music, art, and auto-tuning. Scion targets youthful United by Individuality Experience-Focused
trend-setting buyers desires through distinctive products and an innovative consumer-driven process. Scion owners are proud individualists that are confident in their own skin, values, personal style, and self-expression.
KIA believes in creating value through delivering surprising technological products that surpass customer expectations. The brand focuses on innovative solutions The Power to Surprise Feature-Focused
to create “dream cars for real life.” According to Kia, its drivers are determined and competitive, striving for success and fulfilling their dreams.
RESEARCH I CREATIVE + TECHNOLOGY I PERFORMANCE I RESEARCH I I CREATIVITY + TECHNOLOGY I PERFORMANCE
millennial market with a philosophy of delivering
CASE OVERVIEW CASE OVERVIEW
advertising tactics and focus on the experience of driving affordable and reliable cars that
SWOT ANALYSIS
LIFESTYLE BRANDS Certain brands represent best practices in creating exciting advertising for millennials. Identifying such brands and drawing inspiration from their efforts will help Nissan develop stronger ties with multicultural millennials.
STRENGTHS Nissan is valued for having a strong heritage in performance
RED BULL is eight ounces of liquid adrenaline. It celebrates invigorating experiences and builds communities that are fueled by energy drinks. Red Bull does not focus on product benefits; it focuses on flying motorcycles, cars, and anyone willing to toss themselves out of a plane. This adrenaline pumping content is what connects people to the brand. If Nissan can create lifestyle themed excitement around its brand, it will inspire the audience.
and style, made famous by the the “Z” models. This reputation was strengthened through racing games (Need For Speed) and tuner culture movies (The Fast and the Furious). A focus on innovation has lead Nissan to stand out in the market of electric cars with the Leaf being considered the best car of 2011.
WEAKNESSES Nissan’s “Innovation for All” message does not connect effectively with the lifestyle needs of MCMs. The brand prioritizes product attributes over creating a strong emotional connection with consumers. This common 4
ADIDAS is a brand borne out of a strong performance sports heritage that now lives in
message strategy does little to distinguish Nissan in a
the lifestyle market. Adidas Originals are distinctly positioned amongst competitors by
category fixated on feature-based advertising.
highlighting diverse areas of popular culture. Adidas’ point of distinction is the ability of the trefoil to become a part of people’s lives. Adidas Originals speak to the younger generation through creative executions that reflect a hip lifestyle. Without a message that reflects a youthful vibe, the impact of Nissan’s messaging will suffer.
OPPORTUNITIES In this digital age, MCMs are innovative thinkers by nature and Nissan can use innovation to appeal to their lifestyles. They are also a very tech-savvy generation that constantly desires new and interesting experiences. Grabbing the attention of others is important to this diverse audience that values style and recognition.
PUMA went a different route. Instead of directly competing with Nike and Adidas on athletic technology, it has distinguished itself as a torch holder for “After Hours Athletes” everywhere. The “After Hours Athletes” campaign brings out the competitive nature inside everyone, “even if the only time we run is to catch the cab home.” This little spark of competition brings people together. Just as Puma understands the competitive spirit in everyone, Nissan needs to demonstrate its understanding of the MCM spirit.
THREATS Competitors such as Toyota, Ford, Honda, and Chevy have already established top-of-mind recognition. Meanwhile, Mazda, Scion and Kia have also successfully tapped into the millennial market by connecting to their lifestyle needs.
MISCONCEPTIONS IN THE MEDIA
MCMs are an important audience that continues to increase in size, influence, and buying power.
African-, Asian-, and Hispanic-Americans have a history of dealing with prejudice and
What truly makes MCM individuals unique is their cultural duality. They have strong ties to their
misrepresentation in the media. Only by first acknowledging common false perceptions
ethnic backgrounds, but feel equally tied to their American culture. This audience values respect
and correcting them, will authentic messages be created that genuinely resonate
from family and peers, but also strives for societal recognition. It is common for MCMs to have
with MCMs. Breaking down misconceptions will also help overcome communication
an identity both online and offline, but innovations in mobile technology are quickly blurring this
barriers, opening up future opportunities to connect even further with the audience.
line within their day-to-day lives. Technological advances have created opportunities for personal
AFRICAN–AMERICAN
REALITY
Rap stars and athletes Oreo complex: black on the outside, white on the inside Grew up in the ghetto Token black guy/girl Contributors to politics, business, education, and science. Proud of unique values and perspectives on life in society. Intelligent, dignified, educated, and creative. Trendsetters and confident leaders in society
REALITY
MEDIA DEPICTION
HISPANIC–AMERICAN Illegal immigrants Unskilled workforce Yo no hablo inglés Cheap, dirty, and thrifty Born in the USA Tech-savvy and hard working. Educated and able to speak two languages. Sensual and vibrant fashion creators and resourceful
ASIAN–AMERICAN Comical tech nerds Obsessed with American pop-culture Passive and subordinate Academic focused Knowledgeable influencers and leaders in society. Rich heritage and traditions influence American pop-culture Vocal freethinkers, assertive, and more than followers. Artistically talented and creative expressionists. Expressive in arts + literature
I RESEARCH I CREATIVITY + TECHNOLOGY I PERFORMANCE
connection with an audience that is skeptical of mainstream advertising.
MEDIA DEPICTION
stereotypes, but as integral parts of American society. Such loyalty shows the need for an authentic
REALITY
that demonstrate their relevance and understanding of the culture and values of MCMs, not as
MEDIA DEPICTION
engagement between MCMs and the brands they embrace. Strong loyalty has shifted to brands
CASE OVERVIEW
THE MULTICULTURAL MILLENNIAL DUALITY
INVESTIGATION INTO THE MCM
SECONDARY RESEARCH FAST FACTS
For Nissan to become a lifestyle brand leader in the MCM’s mind, a deep and authentic understanding of their lifestyles
Surface-level
should be demonstrated in the campaign. Secondary, primary, and online anthropological research was undertaken to gain
demographic and psychographic trends from the larger
a more intimate knowledge of the MCM’s world. One key question guided this investigation--How can brands authentically
millennial generation. This is a snapshot of the entire
connect with the MCM’s lifestyle?
millennial generation, giving a rough sketch of the audience.
From this question, two main research objectives were developed: • Understand the culture and lifestyle of the people with whom Nissan wishes to connect • Understand the audience’s attitudes, beliefs, and aspirations surrounding brands
SECONDARY RESEARCH
PRIMARY INVESTIGATION
Extensive industry & media database search
Online & in-person perception questionnaires
Social media mining
Triad perception and attitude assessment interviews
Online conversation monitoring
Auto show enthusiast intercepts Duality hypothesis test Creative concept test
6 6
Of
the
research
millennial
multicultural – Pew
revealed
Pew
facts
generation, •
40%
Ad-Ology
•
indicate
36%
are
have a Tattoo –
42% of vehicle
• Social media influences
purchases –
that
75%
have an online
profile – Pew • 54% say new technology makes people closer to family and friends – Pew • MCMs use mobile for social media their white counterparts – power totals
$2.7
48%
Mintel
more than
• MCM spending
trillion • By 2015,
25%
of
the nation’s spending power will be multicultural – Seig Center for Multicultural Economy Study • These statistics helped identify facts about MCMs and provide direction for deeper investigation. By uncovering trends and patterns, certain behavioral traits, values, and beliefs were identified that unify MCMs together. This began to explain the MCMs beyond simple demographics and further reveal
CULTURAL IMMERSION Online magazines Mixtapes Blogs Videos Comedians TV shows
valuable insights.
UNIFIERS: THE CONNECTIONS BETWEEN THE AUDIENCE MCMs all come from rich cultures filled with unique traditions, customs, and languages. African-,
These unifiers begin to highlight the possibility of implementing a single, solid message rather
Asian-, and Hispanic-Americans are even more diverse within their own ethnic groups when the
than tailoring three, ethnic-specific campaigns. The unifiers enable the campaign to celebrate
country-of-origin, generation, and dialects are analyzed. Audience investigation revealed certain
the pride the audience shares for their race and respective ethnicities without highlighting
unifiers that link all three MCM subgroups together on a deeper level than simple demographics.
tired and overused stereotypes. CASE OVERVIEW RESEARCH CASE OVERVIEW RESEARCH
“Minorities don’t view themselves as separates from the whole, if anything, they balance out and make up for what’s missing.” — DUSTIN, 29
NEWS AND ENTERTAINMENT
v
n
I
I
-
h
I CREATIVE + TECHNOLOGY I PERFORMANCE I CREATIVITY + TECHNOLOGY I PERFORMANCE
e n
MCM
b sites
c s
t
PRIMARY INVESTIGATION Primary investigation addressed knowledge gaps identified from secondary research. Numerous techniques were conducted in order to find insights that would resonate emotionally with all three ethnic groups. The resulting “truths” helped explain the nuances of MCMs.
INITIAL QUESTIONNAIRE
TRIAD INTERVIEWS
AUTOSHOW INTERCEPTS
329 24 118 71% Questionnaires to discover Interviewed MCMs to explore perceptions around automobiles their life experiences
Intercepts that tapped into the car enthusiast
MCM representation
8 PHONE INTERVIEWS
HYPOTHESIS TEST
18
801 56% 60
In-depth interviews that uncover geographical nuances
Surveys investigating societal and life pressures of MCMs
CONCEPT TEST
MCM representation
MCMs to test the authenticity of the message
Questionnaires were initially used to understand how culture and life experiences impact the audience’s perception of Nissan. Initial research addressed the important opinion leaders, reference groups, decision-making processes, and life milestones of MCMs. This effort was further developed through one-on-one and triad interviews that were employed to reveal deeper insights than that generated from secondary research. Car enthusiasts within the target audience were also interviewed at the Portland International Auto Show, which made possible a greater understanding about the Nissan brand and its competitors among highinvolvement consumers.
HYPOTHESIS TEST Throughout the research process, stronger verification of emerging patterns was needed to make sense of key MCM truths. A survey was developed to investigate differences between MCM’s and Caucasians’ experiences with societal tension and pressures. Two specific hypotheses were tested in this investigation.
MCMs feel greater pressure to be a part of mainstream society than Caucasians do. HYPOTHESIS 2: MCMs experience more pressure in balancing life decisions than Caucasians do.
CULTURAL IMMERSION: FINDING WHERE CULTURE STARTS
RESULTS
the MCMs express themselves freely without the risk of changing or influencing the outcomes.
In the hypothesis test, two Likert indices were calculated as a point of comparison
Political blogs and online magazines were followed, popular fashion designers were pinned to
between
Pinterest boards, mixtapes were uploaded and listened to, and Twitter posts were scoured daily.
substantial
Caucasians an
and
individual’s
MCMs.
The
greater
the
experienced
tension
when
index
number,
balancing
life
the
more
extremes.
Here at ground zero, culture influences the mainstream. What was uncovered is the vital role that the internet plays in the MCM’s expression of lifestyle and culture. MCMs are creating content on a daily basis and sharing it on Youtube, Instagram and blogs. They define their lifestyles through this process. Nissan has the chance to enable this expression, giving MCMs opportunities to create in an authentic way.
The survey revealed that MCMs are significantly more likely than Caucasians to feel conflicted when fitting in with mainstream society. MCMs feel a need to conform with people both outside and within their ethnic group. While wanting to be a part of the mainstream society, MCMs also feel a need to connect with their cultural identities. If they give up these identities, they feel untrue to themselves. Results also revealed that MCMs are more likely to feel pressure when balancing life decisions. MCMs feel conflicted choosing between following mainstream norms and pursuing the values of their culture and upbringing. MCMs constantly deal with this tension in their lives, and they look for a way to balance these extremes. This discovery led to the question, “How does the audience find ways to express this unique tension?” To learn more, an anthropological investigation of cultural signs and symbols was conducted.
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The next technique focused on absorbing the audience’s culture through online observation. Here,
CASE OVERVIEW
HYPOTHESIS 1:
“Innovation is using technology to do more with less” — DAVID MARTINEZ, 24 FROM ARIZONA
KEY INSIGHTS These “truths” represent deeper insights into the circumstances and motivations surrounding MCMs and provided the foundation for the campaign.
LIVES IN TWO WORLDS SIMULTANEOUSLY Most important in understanding MCMs is their double-life world. They experience a common conflict of work and play, sacrifice
10
“I want to collaborate, be a part of a community and make things that are meaningful, try to engage and create value for myself and other people through the things that I make” — ADAM GARCIA, 29 FROM OREGON
“I like an underdog that really performs. I think of myself as an underdog, up-and-coming, and savvy.” —DEWAYNE PITTMAN, 24 FROM ALABAMA
and hedonism, responsibility and reward. They feel tied to family responsibilities, and a strong desire to express individuality and chase their dreams. Decisions made in this state of dualism define them as an audience.
MAINSTREAM DISCONNECT MCMs experience the tension of being a minority and the desire to feel accepted. They want to fit in, but not at the expense of their community and ethnic heritage. They endeavor to stand out for their individuality rather than for their ethnicity.
SEEKS STRONG COMMUNITIES Heavy priority is placed maintaining close relationships with family and the community. At the same time, they outwardly seek connectivity through online entertainment, music, and art. They experience a constant pressure to be a contributor in both communities simultaneously.
THE “COOL HUNTERS” MCMs have been the driving force behind what is “cool” in American culture. Through music, art, and style they influence mainstream culture. This influence comes at a cost. As ideas take hold in mainstream culture, the multicultural is left with a difficult question, “Do they ride the wave of mainstream adoption or pioneer a new form of self-expression?”
WORKS HARDER FOR SUCCESS A common life lesson for MCMs is that success is not free. Often, racial inequality makes achieving it even harder. They are keenly aware of the effort required to have what they want and respect those who achieve it. Success and hard work go hand-in-hand.
KEY COMMUNICATIONS PROBLEM MCMs do not have a deep emotional connection to Nissan because its current messaging strategy does not authentically address their life experiences. As such, MCMs tend to forget about the brand when asked.
brand. MCMs find such brand distinction important because they value the image their car projects and favor a car based on its cachet.
THEMBA, 23 FROM OREGON
NISSAN HELPS ONE NAVIGATE THROUGH THE DOUBLE-LIFE EXPERIENCES OF THE MULTICULTURAL MILLENNIAL. MCMs are faced with the challenge of finding balance between life extremes. They feel a deep-seated desire to be both practical and responsible, while also seeking fulfillment from their own individuality. Understanding the tension of extremes and the duality of life is key to relating to this audience, something Nissan already relates to. The average car driver thinks of Nissan as safe, reliable, and practical. While these descriptions accurately depict the Nissan brand, they represent only half of Nissan’s true identity. Car enthusiasts, however, would describe Nissan as sexy, sporty, and powerful. This
However, current Nissan owners are not advocating the brand because they are not passionate about the cars they drive. Having a distinctive car is a symbol of success and promotes feelings of confidence and pride in a brand. MCMs are loyal to brands that promote their individuality, and confidence in the brand will make for a passionate driver. This distinct image is not too difficult for Nissan to demonstrate to MCMs. Nissan is already moving toward this concept in the minds of MCMs. Nissan must work to position itself in a way that demonstrates this idea.
NISSAN MUST POSITION ITSELF AS THE MOST STYLISH, SEXIEST OF PRACTICAL CARS.
ability to balance extremes allows Nissan to authentically relate to the MCM’s life experience.
I RESEARCH I CREATIVITY + TECHNOLOGY I PERFORMANCE
“Nissan is average and they play it safe, but they also have younger and sportier cars. They are getting better because you notice them on the roads.”
THE BIG IDEA
CASE OVERVIEW
Perceptions surrounding Nissan suggest it is slowly becoming a more distinctive
COMMUNICATIONS PLAN The MCM Nissan campaign will be communicated through strong creative executions and strategic media placement. The success of the campaign aligns with specific, measurable objectives that support Nissan’s goals.
CAMPAIGN OBJECTIVES
MEDIA OBJECTIVES
• Entice greater than 60% of the MCMs to consider Nissan during the purchase decision process
• During a typical four-week period of the campaign, obtain 65% reach of MCMs with an average frequency level of 3+
• Create positive brand favorability to greater than 70% among MCMs
• Achieve additional message weight in geographic markets with high MCM concentrations
• Increase the MCM’s purchase intent to greater than 5%
• Utilize vehicles that enhance the core creative thrust of the campaign
• Increase unaided recall of the Nissan brand to 75% of MCMs
• Meet all media objectives within the media budget of $100MM
CAMPAIGN ROLLOUT To achieve its objectives, this campaign will leverage strong community ties and the audience’s
campaign rollout strategy. The campaign storyline will be represented
desires to individually express themselves through a focus on authentic touch-points. The double-
through four execution phases.
life concept driving the big idea will be incorporated throughout all media and intertwined with the
12
HYPE
LAUNCH may to july
august to september
october to march
The hype phase will be used in an
After establishing authenticity and a
This phase is focused on creating the
The sustain phase continues to narrow
innovative
march to april
way
to
build
buzz
SUSTAIN
ENGAGE
and
connection with MCM influencers, a full-
Nissan experience with the MCMs.
the media focus and keep the authentic
excitement, laying the groundwork for
scale launch will bring cutting-edge
The media focus is narrowed to
message and brand experience alive
a high-impact launch to the campaign.
media and events to generate mass
utilize vehicles that provide two-way
among MCMs. Mobile, spot network and
Brand stars and lifestyle leaders are the
excitement. Heavy print, digital, and
conversations
MCMs
cable TV, digital online, and magazines
focus of the message strategy, with the
television advertising will be utilized to
and Nissan. Mobile technology, social
will continue to make the relationship
purpose of establishing credibility and
deliver the creative message to as many
media, print and digital advertising
grow. The dealership experience and
authenticity with MCMs. The phase will
MCMs as possible. This phase uses high
will work together to create the brand
cause
use South-By-Southwest (SXSW) in
profile programming like FIFA and season
experience. Out-of-home events in the
connect MCMs with the Nissan brand.
March as the starting event to create this
finales, while print will advertise in leader
top 10 MCM markets will also continue
This phase also prepares Nissan for the
connection with MCMs, while magazines,
category magazines such as MAXIM and
to
next campaign cycle in March of 2014 to
social media, and online advertising will
ESPN. Raising awareness and generating
lifestyle interests. Both network and
target influencers in preparation for
more excitement is the goal so that MCMs
cable TV advertising will focus on
the launch phase. The celebration of
will be prepared to engage and develop a
key spot markets to reach denser
technology, art, and lifestyle is ideal for
unique brand experience with Nissan.
populations of MCMs.
giving birth to the creative concept.
engage
between
the
the
audience
through
marketing
will
continue
to
expand on the core audience of MCMs.
PAID MEDIA Each paid medium the campaign utilizes has different strengths that justify its use. By combining varied media, the campaign will effectively convey its message to MCMs because the message will be delivered to where MCMs can be reached. The message will also be communicated in an authentic fashion by combining traditional media with digital and ambient. Paid media types and vehicles were chosen based on five factors that reflect media objectives of the campaign. Factors include target audience specificity, audience reach, frequency, geographic specificity, and affordability. Combined, the media selected Paid media will be leveraged through all four phases of the campaign: Hype (H), Launch (L), Engage (E), and Sustain (S).
Spot market TV and out-of-home advertising will be used to help expand reach and frequency, while meeting audience coverage goals. The top 10 MCM spot markets were chosen based on the DMA population densities specific to each group. This method was used because some spot markets such as Atlanta rank extremely high for African-Americans, but low for Asian-Americans and Hispanic-Americans.
Owned media play an important role in engaging the MCMs throughout the campaign. Nissan’s brand channels on Facebook, Twitter, Youtube, and a newly created microsite will allow for online communities to form around live events and traditional advertising implemented during the campaign. Owned media have been intertwined in the creative
Choosen markets ranked in order of MCM concentration.
executions to engage the audience and create a unique brand experience with Nissan.
1. New York
5. Houston
9. Honolulu
The owned media strategy then feeds into the earned media where Nissan and the MCMs
2. Los Angeles
6. Washington D.C.
10. Phoenix
form a strong relationship.
3. Chicago 7. Miami 4. San Francisco
EARNED MEDIA Successful engagement with the audience and leveraging Nissan’s brand channels and microsite will develop earned media for the Nissan campaign. The creative executions that incorporate social media engagement will translate into word-of-mouth exposure and user-generated content through the owned media channels. The power in earned media is the MCMs will be spreading the message in an authentic manner that is highly influential with the three audience groups. It also provides impressions and MCM interaction that does not divert from NIssan’s campaign budget.
8. Atlanta
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OWNED MEDIA
CASE OVERVIEW
strategically complement each other. The chart below shows primary media strengths.
SPOT MARKET STRATEGY
CREATIVITY + TECHNOLOGY = AUTHENTIC MESSAGE Nissan’s advertising must show the convergence of creativity and technology. Media are much more than just communication channels. They represent a vital piece in creating the message that will reach the MCMs. Advancements in technology have developed more media touch-points and have fragmented the audience into smaller, niche groups. This fragmentation creates a greater challenge in trying to reach
MARKETING CREATIVITY
the audience, but also provides the opportunity to reach MCMs in new creative ways. All creations will incorporate technology, effectively communicating authenticity and drawing in MCMs through increased interest surrounding the brand.
NISSAN’S BRAND MARKETING MUST DEPICT INNOVATION AS THE CONVERGENCE OF CREATIVITY + TECHNOLOGY.
AN AUTHENTIC TAGLINE Nissan must convey a message that reflects its audience, both in content and in vehicles used for the message. For the MCM, this means highlighting their dualistic life experiences and integrating the technology/creativity they understand and seek. A subtle unifying statement was created that speaks for MCMs, Nissan, and the entire campaign:
“TWO LIVES, ONE LIFE.”
14
TOUCHPOINT MAP A visualization of the channel flow across all points of contact with the audience
TECHNOLOGY
A DIGITAL CAMPAIGN FOR THE DIGITAL AGE MCMs operate uniquely in the digital space. They are masters of forming communities by making meaningful connections with others through shared interests. Despite geographical distances between MCMs, they enjoy using technology to engage with their networks across the world. Digital campaign. The goal is to bring the MCMs to Nissan’s new social microsite, NissanLife. 95% of MCMs have internet access 75% of MCMs claim technology makes life easier for them MCMs use mobile to access social media 48% more than Caucasians 42% of vehicle purchases were influenced by social media
NISSANLIFE NissanLife understands MCM’s need for connectivity. The site allows users to discuss, create, and interact with one another, serving as a canvas for MCMs to express themselves. This site is a hub of all the activities surrounding the brand, which includes live social media feeds, submissions from the mobile app, and exclusive information about Nissan events. It is coded to create a responsive web design so that it interacts with mobile, PC, and tablet devices that MCMs use heavily. This cross-platform capability is key to leveraging the website and engaging MCMs through social media.
SOCIAL MEDIA STRATEGY Authentic communication through community building. The digital media strategy includes leveraging Nissan’s brand channels on social media sites. Facebook, Twitter, and YouTube will help to funnel users to the NissanLife microsite and engage them in current events. This interactivity will help Nissan build authenticity with the audience, pulling the brand’s message through social media communities. The social media channels also connect to the traditional media, unifying all the communication channels in the campaign. This mutual relationship with the NissanLife microsite will ensure that an authentic message is being conveyed, effectively building a strong brand community.
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54% connect with family and friends on a daily basis
CASE OVERVIEW
advertising will work in unison with traditional advertising throughout the
SXSW — JUKEBOX SXSW is the most innovative interactive-music festival in the U.S. More than 50,000 cool hunters traveled to Austin, Texas last year to see up-and-coming music and experience ground-breaking technology. Pioneering brands come to SXSW to interact with this highly soughtafter audience. SXSW serves as the perfect opportunity to kick off the excitement of the Nissan brand. With a focus on the blending of innovation in technology and entertainment, Nissan can utilize a crowd eager to share and talk about this exclusive experience.
“SXSW is where you come to see what’s hot…” HUGH FORREST, CREATIVE DIRECTOR OF SXSW The Jukebox is a concert featuring two up-and-coming DJs, each performing their own unique set-lists. The artists will begin with a 16
musical duel, playing their own music in a call-and-response style. As the concert progresses, their styles will begin to merge, creating new songs and a “real-time remix” experience. NissanLife will stream a live feed of the Jukebox concert, allowing viewers at home to experience the event. The exclusive set list will be available on the popular music library Spotify, free to anyone who “pays” with a tweet. To promote the Jukebox event, information will be printed on the room keys of the four sponsoring hotels near SXSW, gaining maximum awareness of the event. A $10 iTunes code will also be printed on the room key as an extra incentive for attendees.
JUKE GIVEAWAY The two Jukes featured in the Jukebox concert will be raffled off, one to a viewer of the NissanLife microsite who is tweeting using the hashtag #JukeBoxSXSW and one to an attendee at the concert wearing a numbered, “I’m with the Juke” wristband. The Nissan Jukes will be customized by West Coast Customs, an auto-detailer and custom shop, and are one-of-a-kind, featuring exterior graphics and customized Bose stereo systems, tuned specially by Bose.
CASE OVERVIEW
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< 1100 WAREHOUSE STAGE SETUP Two Nissan Jukes will be on stage behind the DJs during the event. Tweets with the hashtag #JukeBoxSXSW will feed live into the main center screen. Screens on the sides of the stage will show the songs currently being mixed.
< PAY WITH A TWEET < ROOM KEYS
will pay with a tweet, helping increase the #NissanLife awarness.
The JukeBox event information will be imprinted on the front of the key. The back will contain a $10 gift card to iTunes.
<
To download the Spotify playlist available after the concert, people
I’M WITH THE JUKE BANDS Wristbands are the way to be entered into the “Win the Nissan Juke” giveaway.
PRINT Magazines are a powerful medium because they appeal to specific audiences and lifestyles. MCMs read magazines more than the general population. Print advertisements created for the campaign are page inserts that reflect the duality of two lives, one life: self-expression vs. conformity, work vs. play, and technology vs. humanity. Print is utilized in all phases of the campaign and is designed to increase curiosity and buzz for the NissanLife microsite,
creating
a
community
through
engagement. Magazine vehicles were chosen based on one or more of the following categories: urban lifestyle, ethnic specific, technology driven, and mass market appeal.
18
YOUR WORLD THROUGH NISSAN Ads are interactive, incorporating digital strategy into the traditional print experience. A perforated edge around the Nissan die-cut will allow readers to take a photo with their smartphone, then post it online using Instagram. The copy is a call-out to readers that encourages them to take an Instagram picture in front of an image or object that reflects their identity. By adding the tag #NissanLife, the microsite will display the received images. Instagram also gives the user the option to post it on multiple social media communities. These print ads promote a way of viewing Nissan as a brand that can support MCMs self-expression.
SAMPLE MAGAZINE TYPES The first ad shows a Nissan Z in front of an office building, symbolizing a responsible and sensible life. When the ad is opened, a wall covered in street art shows a more vibrant and creative side of life.
CASE OVERVIEW
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The second ad shows a Juke in an industrial environment, or the mechanized side of life. Opening the spread showcases a tattoo, which creatively expresses the love of the Nissan driver lifestyle.
TELEVISION Network and cable TV vehicles will be used throughout the campaign beginning in May during the launch phase. Launch consists of national
broadcasting
during
important
TV
events throughout the year, such as the NBA Finals, the FIFA Confederations Cup, and season finales. Utilizing major cable network vehicles and important TV events, the message will reach a large portion of MCMs. During the engage and sustain phases, TV will be primarily focused in the 10 largest spot markets of MCMs.
90 SECONDS Using street art on the side of a building, the ad will tell a story of duality. The camera follows the 20
1. City buildings panning across the screen flowing with music.
colorful wall through the city telling the story of the urban culture of MCMs. At the end of the mural is a Nissan in the street art. Continuing along the brick wall, an office window is panned over that reflects an actual Nissan driving by. The street art is a reflection of the driverâ&#x20AC;&#x2122;s life, telling their story as they drive past the mural.
30 SECOND CUT-DOWN While the 90 second spot will air during major T.V. events; it is compromised of three 30 second spots that will follow under most programming.
4. As the camera nears the end of the wall, a Nissan is revealed in the graffiti.
CASE OVERVIEW
3. The graffiti gets more detailed and starts to create a story.
5. The concrete wall ends and a window pans across the screen, the reflection is
6. The screen fades black and the Nissan logo is displayed.
the same car driving that was in the graffiti.
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2. The camera starts to follow graffiti on the wall.
ONLINE ADVERTISING + TAKEOVERS The MCMs are heavy users of the internet and social media sites. A large majority of MCMs are dependent on the internet, not only for research but for interaction as well. Advertising online will better connect the two lives, one life theme to the MCMs and allows this message to evolve and live beyond the campaign. Nissan also benefits from online advertising by reaching websites that cater to the special interests of the audience. Rich media banner ads will be utilized because they are engaging to MCMs and allow for interaction with the brand. These ads will entertain and inform the MCMs, while also creating a richer brand experience. These ads will show the dualistic 22
elements of Nissan vehicles and how they intersect with the audienceâ&#x20AC;&#x2122;s life by using a combination of images, hot buttons, and videos.
<
Static banner ads will also be created to
TAKEOVER
advertise throughout the campaign to ensure
The takeover ad displays a car that
a strong web presence. These ads will carry the
moves along with the mouse. When
dualistic idea by being time relative. During the
the car moves from side to side it will
morning, ads will be brighter and colorful, while
change colors as it enters the side
darker when the evening occurs. This enables an
banner. When a user clicks on one
affordable and creative way to stay relevant with
of the side banners, an interactive
the MCMs online.
lightbox will pop up that shows videos on specific features of the car.
Multiple page takeovers will be used throughout the campaign to add interaction with the MCMs. Page takeovers give Nissan a stronger presence in sites that the audience visits frequently. It also stops other competitors from advertising and gives full attention to only the Nissan brand. Nissan will take over websites that focus on urban lifestyle, music, and culture that is important to the MCMs, like complex.com and thisis50.com.
<RICH BANNER The rich banner ad follows the same concept as the takeover but is limited to a single banner. Static banners will also be used as a cost effective solution to reach the audience.
NISSANLIFE BILLBOARD Out-of-home advertising is another traditional medium that creative technology can transform into an innovative channel. During the engage phase of the campaign, billboards will be strategically markets. The ad will depict a Nissan with a callout for users to download the NissanLife mobile app to “reveal what’s underneath.”
“underground version” of the billboard through augmented reality. This underground version is a Nissan against a blank canvas. Users have tools to create their own design for the billboard. Once the user’s design is complete, it can be posted on Instagram with the hashtag #NissanLife. Through Instagram, it can be shared to Facebook, Flickr and Tumblr. The NissanLife microsite will feature all design submissions. The app will locate the exact billboard the user is manipulating and will allow other users interacting with the same billboard to compete against each other. Billboards will continuously change as new users “tag” over recently uploaded images. Every new submission is received by NissanLife. Users can vote on their favorite design and a leaderboard of top user generated designs will be displayed on both the mobile app and the NissanLife microsite. At the end of the campaign, the billboards will be replaced with the top voted user-generated billboards from each spot market.
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The NissanLife app allows users to see the
CASE OVERVIEW
placed in heavy foot traffic areas in the top 10 spot
URBAN CANVAS Urban Canvas is an event where artists will take over well-known buildings with a live street-art show. Nissan will engage with the top 10 spot markets in the campaign, featuring artists from African-, Asian-, and Hispanic-American backgrounds. The event will begin with artists working from each side simultaneously while crowds gather. Artists will use YrWall Digital Screens created by Lumacoustics; the screens use infrared technology in a real spray can to create digital murals. The artwork is transposed on the side of a building, creating a massive work of art. The event will be streamed live on NissanLife.com. Both bystanders and viewers online have the chance 24
to be a part of the art by tweeting inspirational words or pictures to the artists during the show using the hashtag #NissanLife_[spot market city]. Those inspirations will be incorporated into the artistâ&#x20AC;&#x2122;s work. After the event, murals will be repurposed as advertisements that live downtown in each spot market. The goal is to show the innovative side of Nissan, bridging marketing, technology and creativity.
DEALER EXPERIENCE The dealership experience serves as a unique opportunity for users to foster relationships with the brand on a deeper level rather than simply interacting with salespeople. MCMs are selfinformation before visiting dealerships. They primarily visit dealerships to experience the brand and gain a better understanding of what it is like to be a Nissan driver.
MCMs, the dealership experience must be in line with the spirit of the campaign, the intersection of technology and creativity. To integrate these aspects into the experience, all Nissan dealerships will use existing space to feature a multi-touch screen display. The NissanLife microsite will be accessible in the dealerships, allowing the customer to view the tweets, Facebook posts, and Instagram photos from the campaign, showing the excitement around the brand. The display will also feature hot buttons that direct MCMs to different aspects of the Nissan website. All car specification data, videos, and 360 degree views can be accessed. Customers can also visit Nissangraphics.com to customize a virtual Nissan car, making it a creative and informative experience. This display will also enhance the buying experience, as users can view and call on any one of the sales representatives in the dealership. Dealerships can also use this to prepare POS information for a more elegant buying experience.
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To more effectively sustain this relationship with
CASE OVERVIEW
educated, extremely knowledgeable, and gather
CAUSE BRANDING TWO LIVES, ONE LOVE A car is an important asset for charitable organizations. With the Two Lives, One Love program, Nissan can drive business, encourage word-of-mouth,
and
simultaneously
98%
serve
organizations in the local community. This program has the power to be more than just philanthropy. It can connect communities through the need for a car and the love for Nissan. For every new car purchased, Nissan will donate a portion of the sale to build a car for one of three local charitable organizations. The Nissan customer chooses the organization and a car “part“ needed to complete the vehicle. 26
PROCESS • Purchase a Nissan vehicle and choose an organization you care about. • Donate to complete one of 60 main parts of the car. • Watch the progress on NissanLife and the Nissan Two Lives One Love Facebook page. • When the organization’s car is finished, it can choose to keep the car or auction it off. This program works by creating a circle of promotion. The organizations, the driver, and Nissan will instinctively endorse one another. The organizations will endorse Nissan through their marketing sources. NissanLife.com and other social media sites will be the platforms for spreading the word about the need and love of the cars.
Habitat for Humanity Only needs a door in order to be complete.
PARTNERSHIPS Established brands are important for Nissan to partner with when creating and accomplishing executions. Each partnering brand brings its own unique expertise and brand reputation, enhancing Nissan’s credibility in the eyes of the audience.
YrWall, an interactive digital graffiti wall, allows artists to create graffiti inspired artwork with infrared technology in a real spray can. During the Urban Canvas event, Nissan will partner with YrWall to broadcast the artists’ work using city landmarks as a to showcase its innovation in a way that will relevantly connect with MCMs.
WEST COAST CUSTOMS @ SXSW West Coast Customs, an automotive restyling center located in California, will aid in the customization and exterior graphic design for the two Jukes used in the Jukebox Concert. The partnership with West Coast Customs allows Nissan to leverage the authenticity and innovation of the brand through the unique and artistic designs of the vehicles.
Throughout the 2013-2014 fiscal year, the Two Lives, One Life campaign will generate a reach of 68.3%, with an average monthly frequency of 3.3. Over 14.8 million MCMs will be exposed to campaign messaging. Over 8.1 million of the audience will be exposed to messaging three times or more, resulting in positive recall of the campaign. Authenticity and word of mouth are focal points of this campaign. Reach and frequency levels are expected to grow through earned, ambient and event media.
MEDIA VEHICLE SELECTION STRATEGY Specific vehicles were selected to seamlessly integrate into each aspect of MCM’s eclectic lives. Three encompassing media categories were developed to guide media selections: Lifestyle, Ethnicity, and General. General audience selections were made to build reach and develop large-scale awareness of the campaign. General selections are mainstream channels with a high ratio of MCM usage. Ethnically focused selections target programming and pages that cater to specific demographics. Ethnic channels
BOSE @ SXSW
were selected to increase authentic frequency levels among the audience. Lifestyle
Similar to West Coast Customs, Nissan will partner with Bose
oriented media were selected based on audience profiles uncovered in research and
to showcase its support for new and innovative technology. The
analysis. A lifestyle focus was incorporated to authentically connect and show that
two Jukes used in the Jukebox concert will be fully customized
Nissan understands the creative expression of MCMs.
with Bose stereo systems. Through this partnership, Nissan will demonstrate its strong focus on innovation while capitalizing on an existing partnership with Bose.
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canvas. This unique technology gives Nissan the opportunity
MEDIA RESULTS
CASE OVERVIEW
YRWALL @ URBAN CANVAS
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CHANNEL RATIONALE TELEVISION — TV is in 98% of all homes nationwide. Television is a strong medium to gain reach and message exposure. TV is not a strong medium to build authenticity, and has limited contextual relevance with the majority of the MCMs. African-Americans are heavy users of television. The general population aged 18-29 are light, passive, users of television. TELEVISION SPOT — Spot television is incorporated into the media plan to build frequency among urban MCMs.
Authenticity can be
MAGAZINE — Magazines offer the benefits of a unique tangible piece of art. Magazines have touch and feel that offers longevity and direct pass along value. Creativity is at home on the pages of magazines, and and Hispanic-Americans aged 18-29 are all heavy users of magazines. INTERNET — Internet offers the ability to contextually target the unique MCM’s lifestyles. The power to authentically target an influential audience through social media increases the importance of online efforts. With the NissanLife microsite as the focus for all campaign traffic, having a strong internet presence is required. Asian-Americans have a strong preference for internet. MOBILE — Intimacy is offered through mobile phones and establishing an intimate relationship is paramount in this campaign. Location based services and the innovative technology that mobile offers, are strong components to this campaign. Smartphone adoption rates among MCMs are growing faster than any other demographic. Heavy usage for mobile is a common thread among all MCMs.
MEDIA BUDGET Allocation for the media budget was developed to flow with the four campaign phases. A large budget for hype was not supported because reach and large-scale general market awareness was not a goal. The budget for the launch phase is proportionally higher in order to increase reach by effectively using TV, print, and the internet. Engaging the audience and encouraging interactivity requires a large portion of the budget to be spent on internet and out-ofhome advertising. Sustaining moderate weight across all media requires that all vehicle spending be balanced, and due to the time frame, a proportionate amount of money must be allocated.
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MCMs are deeply connected to music, art, and style. African-Americans
CASE OVERVIEW
recovered through local programming placement.
CONCEPT TEST Concept testing was needed to evaluate the effectiveness of the Big Idea. In order to determine whether the concept would be well-received by such a diverse target audience, two focus
• Build Nissan share of conversation to greater than 33% among the MCMs.
groups were conducted with 60 MCMs. The test consisted of one concept with two separate
• Increase the size of MC brand communities by 100%.
creative execution approaches. The participants were asked to read the concept then complete a
• Create positive brand discussion of greater than 75% among the MCMs.
questionnaire to gauge the clarity of the message. The test also included a set of pre- and post-
• Build brand engagement levels of greater than 50% among the MCMs.
test questions to measure prior feelings about Nissan before reading the concept.
• Increase path to purchase completion rate of greater than 2%.
Both concept tests produced similar results on the Big Idea’s effectiveness. MCMs agree that they do experience tension when trying to balance their responsibilities and their social lives. Believability of the message was strongest among Asian-Americans and Hispanic-Americans, but all three segments found the concept to be very unique when compared to current messages in the automotive industry. Overall, the concept was well received by MCMs, but the second test that focused on an urban art approach had the largest improvement on the perception of Nissan when comparing the preand post-test questions. Both tests resulted in likability increases for the brand, but those who were tested second were able to provide a more accurate description of the concept than those 30
CAMPAIGN EVALUATION + MEASUREMENT OBJECTIVES
tested first.
MEASUREMENTS MAINTAINED THROUGHOUT ALL PHASES RATING POINTS DELIVERED Count of the MCMs that view traditional media types, such as TV, magazine, and outdoor efforts TRAFFIC Measure the number of online page views and their increases over time Click through count on pages involved in the campaign process, and their change over time
“Nissan has two personalities, one for the daily working life and the other a wild drive or party night. It suits all — HISPANIC FEMALE, 22 occasions.”
BUZZ GENERATED Tracking volume of tweets, comments, blog posts, and content posts in reference to the campaign
“Nissan’s an extension of your creative personality when you want to have fun.” — AFRICAN-AMERICAN FEMALE, 25 “I would describe Nissan as a way of expressing our multicultural urban heritage.” — ASIAN-AMERICAN MALE, 19 68% FOUND THE MESSAGE BELIEVEABLE 63% FOUND THE MESSAGE RELEVANT
GEOGRAPHIC LOCATION OF CLICKS Track the volume of traffic to Nissan’s multicultural site by geolocation Measure content referenced by geolocation TEST AND ADJUST AS NECESSARY
75% FELT THE MESSAGE IS UNIQUE 82% FELT TENSION IN THEIR LIVES
As the campaign progresses, daily analytics will be tracked and inefficient or under-performing aspects of media flow will be adjusted as necessary. Flexibility is paramount. Adjustments to the media strategy may be necessary
EXCITED ABOUT NISSAN
25% 80%
BEFORE CONCEPT
AFTER
LIKELIHOOD TO RECOMMEND
32% 55%
BEFORE CONCEPT
AFTER
NISSAN UNDERSTANDS MCM
25% 62%
BEFORE CONCEPT
AFTER
to meet objectives and goals of the media plan.
CASE OVERVIEW
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BIBLIOGRAPHY 486 ADVERTISING | PORTLAND STATE UNIVERSITY PORTLAND, OREGON NATIONAL STUDENT ADVERTISING COMPETITION | 2012
Advertising Age. “Hispanic Fact Pack.” Annual Guide to Hispanic Marketing and Media. Chicago: Crain Communications Inc., 25 July 2011. Bristor, Julia M, Renee G Lee and Michelle R Hunt. “Race and Ideology: African-American Images in Television Advertising.” Journal of Public Policy & Marketing (1995): 48-59. Dimofte, Claudiu V, John K Johansson and Richard P Bagozzi. “Global Brands in the United States: How Consumer Ethnicity Mediates the Global Brand Effect.” Journal of International Marketing (2010): 81-106. Google Inc. “2009 Year-in-Review Benchmarks.” 2010. DoubleClick Research. 3 January 2012 <http://static.googleusercontent.com/ external_content/untrusted_dlcp/www.google.com/en/us/doubleclick/ pdfs/DoubleClick-07-2010-DoubleClick-Benchmarks-Report-2009-Yearin-Review-US.pdf Web. 24 Mar 2012>. Hubbard, Garrett. “SXSW Interactive: Where the Entrepreneurs, geeks, and creative unite.” 2012. USA Today. 15 March 2012 <http://www. usatoday.com/video/index.htm?bctid=1501544797001#/SXSW+Interac tive%3A+Where+the+entrepreneurs%2C+geeks%2C+and+creative+un ite/1501544797001>. Lecinski, Jim. Winning the Zero Moment of Truth. Google Inc., 2011. Lim, Shirley J. “Asian American Youth Culture.” Journal of Asian American Studies (2008): 211-228. Magazine Publishers of America. “African-American/Black Market Profile.” 2008.
LANCE CVARAK
CHASE FARTHING
KIEREN FICKENSCHER
DAVID HART
HENRIQUE HERMES
LANE MARTELL
JONNY MCCORMICK
CAMERON SANDAGE
HILARY SHIRK
JAE SPECHT
TIM CHRISTY, ADVISOR
DON DICKINSON, ADVISOR
—. Asian-American Market Profile. New York: Magazine Publishers of America, 2004. —. Hispanic/Latino Market Profile. New York: Magazine Publishers of America, 2007.
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Mintel. “Automotive Sponsorship and Lifestyle Marketing - US - March 2010.” 2010. Montalban-Anderssen, Romero Anton. What is a Hispanic? Warren: Hartforth Publications, 1996. Patel, Kunur. “CaT’s Tips for Evolving Advertising in Digital Age.” 14 June 2010. Ad Age Digital. 15 February 2012 <http://adage.com/article/digital/ cat-s-tips-evolving-advertising-digital-age/144418/>. Pew Research Center. “Millennials: Confident. Connected. Open to Change.” 2010. —. “Who’s Online: Internet User Demographics.” August 2011. Pew Internet & American Life Project. 9 February 2012 <http://www. pewinternet.org/Trend-Data/Usage-Over-Time.aspx>. Singh, Nitish and Boris Bartikowski. “A Cross-Cultural Analysis of Print Advertising Targeted to Hispanic and Non-Hispanic American Consumers.” Thunderbird International Business Review (2009): 151-164. Weaver, Thomas. Handbook of Hispanic Cultures in the United States: Anthropology. Houston: Arte Publico Press, 1994.
DATABASES
Simmons. Nielsen. Ad-Ology. SRDS. MRI+. TVB. Quantcast Planner. Pew Research Center. Double Click Research. Mintel. Social Mention. Slide Share. Technorati. WOMMA. US Census Briefs.
MULTICULTURAL WEBSITES
Blender. Juxtapoz. Fader. Spin. Clash. The Source. Vice. Culture. Vibe.com. King-mag.com. Asian-Central Blog. Asian Nation. Giant Robot. C-artsmag. com. Asiapacificarts.usc.edu. Chicano Art Mag. Lowrider Arte. Puro Pedo Magazine. Oye (Open Your Eyes). Searchlatino.com/maga.