With domestic pickups seen as the industry standard, the all-new 2017 Nissan TITAN had a lot to prove in the highly competitive truck market. Nissan did just that by giving the lineup a bold 5-year / 100,000 mile bumper-to-bumper warranty, dubbed "America's Best Truck Warranty," to reinforce that it was ready to leave the competition in the dust.
The warranty covers 2 years and 64,000 miles more than competitors' standard protection plans, positioning TITAN far ahead of its rivals. The challenge was finding a simple yet effective way to tout the TITAN and its superior warranty. Nissan looked to social to drive awareness and engagement for the TITAN lineup and its warranty.
Nissan's TITAN warranty was called a game changer in the truck industry, but a warranty offer itself doesn't make for the most riveting social content.
Nissan and Zócalo Group overcame this challenge in the most competitive way possible—by focusing on our TITAN-sized 64,000-mile advantage. Think about it, 100,000 miles vs. 36,000 miles is an enormous difference. After the competition's warranty runs out of gas, drivers can go a quarter of the way to the moon or take 2 1/2 laps around the Earth and still be covered! We put these numbers into perspective with an awareness-focused social program, called "64 More".
Using Facebook Canvas Ads, we took truck fans on an epic road trip with the TITAN. Videos put viewers in the driver's seat, tilt-to-pan photos showed every inch of the impressive warranty coverage, and photo galleries magnified the bold TITAN advantage. To ensure fans noticed our 64,000-mile difference, we featured mile marker signage, odometers and even exit signs for the competition at 36,000 miles. All together, the Canvas Ad proved that only TITAN had the tenacity to cover drivers for the long haul.
To maximize engagement and drive fans throughout the experience , we challenged viewers to find the answer to a question buried deep within the "journey". This encouraged viewers to double back and explore the ad once more for a chance to win everything they'd need for their own rugged adventure in the new TITAN.
"64 More" offered an impactful and immersive experience through our use of Facebook Canvas Ads. We showed off everything covered by America's Best Truck Warranty and shared our truck's features without having to leave the Facebook platform. Best of all, it showed how much more "64 More" really is.
The program achieved its goals of driving awareness and engagement for this incredible warranty with:
- 24.7MM total impressions
- 4.9MM total video views (for videos featured within the Canvas Ads)
- 44K total engagements on the ads
- A 20% higher view duration than average among all Facebook Canvas Ads.
Additionally, one of the videos featured in the Canvas ads was #5 on the Automotive News viral video rankings.
And with results like that, let's just say we had the competition looking for the next available rest stop.
