Challenge:
Mossy Nissan President Peter Mossy challenged AMS to develop and execute a novel, creative campaign that would energize Mossy Nissan’s customer base and invigorate their employees.
Solution:
Advanced Marketing Strategies developed an interactive marketing campaign that involved participation from the Mossy Nissan staff, as well as consumers. AMS created a superhero character named Rock Bottom as the spokesperson for Mossy Nissan. This superhero campaign was developed to engage the employees and consumers with the Mossy Nissan brand in a fun, interactive and informative way. AMS designed and launched a Rock Bottom microsite and a Rock Bottom Facebook page where Mossy employees created their own personalized superhero, and earned points to win prizes by completing both internal company activities and online viral activities. These viral activities included sharing these new sites with Facebook friends, getting them to “like” the Rock Bottom Facebook page and watching a short online Rock Bottom video webisode.
The employee Rock Bottom initiative was designed to invigorate the employee attitudes toward the new Mossy Nissan brand, as well as allow the employees to be the first viral component of the social media campaign. Mossy Nissan employees’ participation was an important part of the campaign. Never before had Mossy Nissan included their employees in such a powerful word of mouth viral strategy. Mossy Nissan employees learned more about the brand’s history and the new brand strategy, while increasing their knowledge of the Nissan product and how it benefits the consumers in today’s marketplace. An added feature of this project was that it started the client/salesman relationship off on a positive note and increased satisfaction among both customers and employees.
