Give in to the Madness- “That’s Where Consumers Are”

It’s that time of year again, when the Madness of three weeks of win or go home NCAA Basketball Mania captures the attention of the entire country, and every marketer in the nation scrabbles to earn a piece of that massive March Madness audience.

Those marketing efforts used to consist of mostly TV and radio ads, and oftentimes still do, but more  progressive companies like Nissan, are aggressively embracing new mediums to go where the audience is. Nissan has recently leveraged the power of social media, and specifically Tik Tok more enthusiastically perhaps than any other major player in the industry, and despite the political issues plaguing Tik Tok,  Nissan has been enjoying success doing so.

“We are still engaged with TikTok, we still see them as a viable partner—because that’s where consumers are. We are obviously watching this very, very closely and staying on top of data sharing—is there a safety issue? That’s not just related to TikTok, that is across all of our partners.”

Nissan U.S. Chief Marketing Officer Allyson Witherspoon

The Tik Tok campaign for March Madness plays off of the successful social media “be real” trend of sharing candid real time, front and back camera glimpse of your day with your community of friends etc, Nissan leverages the trending experience to share the real moments that players in the tournament are experiencing with the massive audience of interested basketball fans, and then parlays that sense of an honest shared experience in to warm consumer sentiments about their brand, 

For better or worse, there is no denying that today’s multi media marketing technology has the ability to leverage the underlying emotions and tendencies of a target audience with amazing precision.

Interestingly, what we  humans tend to gravitate to most consistently through these mediums is genuine personal disclosure – sharing.  – Whether crazy, cute, scary, mundane, exotic,silly, or scientific  –  honest expression and interaction consistently captures people’s attention. 

It’s what we used to call a conversation or shared experience, before people had super computers in their hands linking them to billions of other people with super computers in their hands. 

Like it or not, the reality is that the madness that is today’s modern paradigm of communication is extremely capable of conveying honest expression and enabling genuine disclosure and engagement with large audiences of consumers with amazing efficiency and cost effectiveness. 

Those businesses that not only give in to, but embrace the Madness are provided with the opportunity to build brand and influence consumer behavior through personalized interaction with a mass audience like never before. Scan the code below to learn how your dealership can be empowered to embrace the madness.

https://www.autonews.com/marketing/how-nissan-using-tiktok-now-bereal-clone-march-madness https://www.autonews.com/marketing/nissans-allyson-witherspoon-how-it-views-twitter-and-tiktok