Nissan was preparing to re-enter the truck category with an All-New Titan but had been absent from it for years. With less than 1% of the truck market, we knew we had to do something big that would get the Titan on the hearts and minds of Americans.
To do this, we worked with our most loyal fans of the Nissan Trucks Facebook page to crowdsource a custom Titan built for two incredible alumni of the Wounded Warrior Project to take on Alaska.
In a series of 10 Facebook posts, our fans used their passion for modifications to vote for everything from the Titan's suspension, exhaust, and interior/exterior customizations. Along the way, we created video updates of the build to show our fans the progress of the Titan which were shared across Facebook, Twitter & Instagram.
Once the Titan was complete, we set off to Alaska with David & Kevin of the Wounded Warrior Project and documented their journey of brotherhood in a 20-minute short film which was aired on Veteran's Day.
In the end, Project Titan helped grow the Nissan Trucks Facebook community by 42%, increased page engagement 159%, generated 1.45 Million views and delivered 6.4M social media impressions. Most importantly, it turned our fans into heroes!
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