Mobile marketing takes on a new and more interactive dimension this month as Nissan launches its “Nissan Sports Adventure” campaign. 

The campaign, running from January to October 2008, uses mobile to raise awareness of Nissan’s products and follows the successful “Snow Added Value” pan-European campaign which saw Nissan offer piste guides to skiers via their mobile phones.

Targeting key sporting destinations across Europe including; skiing resorts, skateboarding fixtures, BMX meets and beech volleyball tournaments, the Nissan Sports Adventure will broadcast branded video and images via Bluetooth to participating spectators. 

The new “Nissan Sports Adventure” campaign has been designed by Stream, Nissan’s retained creative agency, and will be delivered by m-send, one of the UK’s leading providers of mobile based marketing solutions.

The campaign sees a Nissan branded articulated trailer, loaded with Bluetooth transmitters, delivered to the targeted sporting locations in countries across the breadth of Europe.  The campaign operates a simple mechanic, in which consumers will be contacted, via Bluetooth, and asked whether they want to receive unique content from Nissan with highlights or images from the recent sporting events. 

If opting in, a Nissan branded message with video, images or promotions relating to the recent sporting activities will be sent directly to their handset.  The content is devised by Stream, while the mobile configuration and delivery will be remotely managed by m-send.  

Each venue will have outdoor media promoting and supporting the service, giving consumers details of how they can opt in to receive content from Nissan. 

Chris Astle, managing director of m-send, comments: “This is integrated marketing at its best.  The activities are advertised at the venues and the mobile element allows consumers to interact with the activity using technologies that are amongst the most advanced in Europe - bringing a great user experience and real value to Nissan.

“This campaign builds on the work done with the Snow Added Value campaign, and delivers a memorable, fun and interactive message directly to the customer.”

M-send was appointed directly by Stream, Nissan Europe’s retained creative agency, after a competitive pitch.  The win comes on the back of a successful start to 2008 for m-send which also saw appointments by HBOS, Lucozade, TIGI and Boots.