As the first round of the ICC World Twenty20 began, ICC top level sponsor Nissan launched a central strand of its tournament activation in the form of its digitally-led ‘Nissan Play of the Day’ initiative.
The leverage programme gives cricket fans the chance to watch and then vote for the most exciting moments of the day throughout this year’s ICC T20 World Cup – which is being hosted by India and runs from 8 March to 3 April.
The aim of the ‘Nissan Play of the Day’ is to enrich the experience for cricket fans during the tournament by showcasing each day’s spectacular action.
Nissan is creating daily videos with a shortlist of each day’s top plays and pushing them out on the car brand’s social platforms
Its been cricket at its best @ICC #WT20 Vote for your #Nissan #POTD at https://t.co/4YYsJLbGh3 #MomentsThatCount pic.twitter.com/btLAivhAKy
— Nissan India (@Nissan_India) March 11, 2016
and its YouTube channel
and these are also hosted on the organiser’s official tournament website at ww.icc-cricket.com and on the official ICC World Twenty20 app where fans can cast their votes.
Cricket lovers are encouraged to join the debate around the day’s best action on social media using the hashtags #POTD and #MomentsThatCount
Show us how big cricket enthusiast you're. Participate in #MomentsThatCount #Contest now.T&C https://t.co/6chbkyurGK pic.twitter.com/pUHJTRs3qE
— Nissan India (@Nissan_India) March 11, 2016
and then to vote on the ICC site and app for their favourite moment of skill, inspiration and excitement.
The first two days’ of the competition already include cracking shots, spectacular catches and brilliants balls.
At the close of the tournament, the top plays of each day will compete with one another through a process of knock-out elimination in order to determine the overall ‘Play of the Tournament’.
‘The ICC World T20 is the most dynamic tournament on the international cricket calendar and we are bringing the best plays directly to fans,’ explains Nissan VP and global head of marketing and brand strategy Roel de Vries.
‘Not only do we want fans to experience the excitement of the games, we also want to give them the opportunity to debate and determine the Nissan Play of the Day, every day of the tournament.’
To further drive engagement, Nissan’s cricket ambassadors are also boosting awareness of the initiative and generating ‘Play Of The Day’ digital conversations by commenting on their own social platforms.
Before the start of the tournament, Nissan signed three additional world cricket stars as ambassadors to leverage its ICC partnership around this month’s T20 World Cup and introduced them via a PR drive and webfilm.
India batsman Rohit Sharma, West Indian all-rounder Andre Russell and New Zealand captain Suzie Bates all joined the auto marque’s existing cricket endorser team that already includes legendary Indian fast bowler Zaheer Khan, South African bowling legend Dale Steyn and rising star Kagiso Rabada.
All three of the new ambassadors have a track record of impressive performances in the short form of the game and were introduced via a Nissan pre-tournament promotional spot.
The brand’s ambassadors are featuring across its T20 leverage programme as the brand aims to boost brand awareness and drive sales of specific models – particularly on the Indian subcontinent.
This role includes fronting the auto brand’s multi-strand India-focused advertising campaign: which already includes a range of TV spots such as vehicle led strands like ‘Ignite The Excitement (for the GT-R & hybrid X-Trail)’,
and the ‘Car v Dabbawala’ online series which features a race across Mumbai with legendary Indian fast bowler Zaheer Khan, the ICC WT20 trophy and 5th Gear presenter Jonny Smith vs a traditional Dabbawala,
The ambassadors are also actively supporting Nissan on their own social media channels through the tournament.
So excited to be a brand ambassador for @Nissan pic.twitter.com/8cgBrcVRqQ
— Rohit Sharma (@ImRo45) February 25, 2016
Missed the @ICC #WT20 Trophy tour sponsored by #Nissan? Tweet @Nissan a side pic with the hashtag #MomentsThatCount! pic.twitter.com/vUHQnD10n8
— Rohit Sharma (@ImRo45) March 10, 2016
Other elements of Nissan’s tournament activation included title sponsorship of the pre-tournament ICC World T20 2016 Nissan Trophy Tour that spanned event experiences throughout the host nation,
and other key cricket countries like Pakistan,
and Bangladesh.
Comment
Nissan’s new eight-year sponsorship deal with the ICC spans all tournaments for the period 2016 to 2023.
It is one of six principle commercial partners for the World T20 tournament – the others being Oppo, MRF Tyres, Emirates, Moneygram and Pepsi.
It builds upon Nissan’s expanding sport sponsorship portfolio that already includes the UEFA Champions League, City Football Group and the Rio 2016 Olympic and Paralympic Games.
Being the official global automotive partner of the ICC for the period 2016 to 2023, builds on Nissan’s existing support for global sport, which includes the UEFA Champions League, City Football Group and the Rio 2016 Olympic and Paralympic Games, and an array of talent ranging from Olympic champion and world record holder Usain Bolt to FIFA World Cup winner Andres Iniesta.
Links
Nissan YouTube:
https://www.youtube.com/user/NissanNewsroom
Nissan Global Website:
Nissan Newsroom Google+:
https://plus.google.com/110390743463647831214/videos
ICC Cricket Website:
ICC Cricket T20 World Cup:
