The campaign was announced today from the Geneva Motor Show, where Nissan yesterday unveiled the new Juke.
Looking to leverage and engage social media communities, particularly the existing community of Nissan fans and Juke enthusiasts, the campaign invites consumers to share a picture that represents their personality, using the #JukeDNA hashtag.
In return, Nissan will send them a personalised image of the new Juke designed specifically for them.
The campaign, which began at 9am today, reflects the dramatic design, advanced technology and wide-ranging personalisation options found in the new Juke, which has quickly established itself as Nissan’s second-most popular model in Europe.
David Parkinson, general manager, social and digital engagement for Nissan in Europe, said: ‘Personalisation is key for our customers, and with the new Juke there is even greater opportunity for owners to really stamp their own personality on their car.
‘We wanted to bring this experience to our social media communities, and Instagram is the perfect platform to do so. It already allows people to show off their personalities and express their creativity, so it makes perfect sense that we use this to support the launch of the new Juke.’
How it works
Twitter and Instagram users are being invited to share a picture of something they love or something that most describes their personality, tagging it with #JukeDNA.
Tapping into the existing and ongoing popular trend of personalisation, Nissan will then use the composition of colour within the picture to generate an image of a personalised Juke and send the new picture to them.
Supporting activity on Nissan’s Facebook and Twitter platforms will share some of the best entries and encourage more people to either take part themselves or just take inspiration from the images.