Social Media/Print/Events Campaign: Nissan Innovation for Endurance

Nissan: Innovation for Endurance (earlier known as Master the Shift) was a 6-year campaign that paired pro athletes with readers of Men’s Health, Women’s Health, Bicycling and Runner’s World magazines. Each audience was offered multiple access points to athletes’ training regimens through magazine editorials, videos, ebooks, online articles and a very large presence at national running and cycling events from the Boston and New York Marathons, to the Tour of California and US Pro Cycling Challenge. The Facebook page has 138,000 very engaged fans. It didn’t hurt that we gave away a Nissan every year along with weekly prizes. As creative director/art director I was responsible for ALL imaging, print and web.

Our annual spokesmen over the years in Men’s Health magazine have included swimming gold-medalist, Ryan Lochte; world-champ surfer, Laird Hamilton; Tennessee Titan, Eddie George; actor Ryan Reynolds; and not-yet fallen cyclist Lance Armstrong.

Women’s Health magazine: American Olympic running rivals Shalane Flanagan and Kara Goucher (#s 4 and 5 in the 2013 Boston Marathon, and on the US team in London); Yogi, and founder of Strala Yoga, Tara Stiles; trainer to the stars, Kathy Kaehler; and record-setting Ironman triathlete Lokelani McMichaels.

Runner’s World: American record-holding marathoner Ryan Hall; star marathoner Alberto Salazar; and Kara Goucher and Shalane Flanagan.

Bicycling magazine: Team Radioshack Trek Nissan’s Chris Horner and Levi Leipheimer; Lance Armstrong; and Chris Carmichael.

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Although I made every last graphic for the 2012/13 campaign, this year was all about Facebook. Rather than show the print work and key-art from the campaign, here’s the not-key-art. This is the B-roll, the daily Facebook posts I made among all the other tasks. It will wear your scroll finger out. Consider as well: I had two hours with each of the athletes to get a year’s worth of photos.

Have a look too at the 2012/2013 Ryan Hall eBooks by clicking here. If you want to see some examples of print work, the 2010 campaign had some great examples which you can see by clicking here.

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Over the years The Custom Content Council has awarded the campaign with the following honors:
2009
Gold:
Best microsite
Bronze: Best Overall Web Design

2010
Gold:
Best Blog
Silver: Best Use of Community/Social Media
Bronze: Best Video
Bronze: Best Launch or Relaunch
Gold: Best Tie-In with Corporate Integrated Marketing

2011
Strategy:
Best Tie-in With Corporate Integrated Marketing Campaign
Silver: “Innovation for Endurance,” Integrated Marketing Program, Rodale Grow (Nissan LEAF™)

2012
Gold:
Best Web Feature or Article
Silver: Best Blog

2013
Gold:
Best Web Feature or Article
Bronze: Best Blog

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