Nissan Saudi Arabia participated in racing series ABB FIA Formula E Championship’s Middle East debut in Ad Diriyah, Riyadh for the 2018-19 opening round on December 15. With the objective to own the moment of Formula E with the new Nissan team to the audience of Saudi Arabia, Nissan Saudi Arabia (@NissanSaudi) launched a multi-phase campaign on Twitter:
• Phase 1: Tease & Educate
To pique curiosity around Formula E and build hype around the first race in December, @NissanSaudi ran Sponsored Moments with automotive publisher partner Almuraba.net, Promoted Gifs, and sustained ongoing interaction with its audience through Twitter media polls.
⚡️ “نيسان تبدأ مشاركتها الأولى في الفورمولا إي في حلبة الدرعية 🇯🇵🇸🇦🏎️”https://t.co/BoRVNglfog
— المربع نت (@almurabanet) December 6, 2018
— Nissan Saudi Arabia (@nissansaudi) December 2, 2018
• Phase 2: Launch
For the launch phase, @NissanSaudi ran MENA’s first ever ‘re-tweet to win’ auto response, which prompted fans to retweet for a chance to win a ticket to the Formula E. Participants were informed whether they won or not through an automated response triggered by the Retweet, that was sent to their notifications.
— Nissan Saudi Arabia (@nissansaudi) December 3, 2018
• Phase 3: Engage
The third part of the campaign utilized Twitter’s conversational ad format, a Promoted Tweet that includes a call to action button with customizable hashtags; #driversname and #fanboost, to prompt people to spread the message by tweeting the hashtags to their followers. Those participating also had the chance to win a ticket to the race, and receive an auto response with a personalized video from the driver they voted for, thanking them for the power boost.
— Nissan Saudi Arabia (@nissansaudi) December 5, 2018
The campaign on Twitter, which was held between 30 November and 17 December, generated 24 million impressions, 4 million video views and more than 631,000 engagements.