Competitive Edge - Sports & Entertainment Marketing News

Nissan Uses College Football Fan Tweets As Creative Inspiration

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Back for its 11th season of “Heisman House” college football spots, Nissan found a new source of inspiration for creative: fan-generated tweets.

The automaker is launching a campaign with 10 spots, up from the usual six, says Allyson Witherspoon, vice president and U.S. chief marketing officer, Nissan.

Click here to read the story at mediapost.com.

Discussion Questions:

  1. What is digital marketing?
  2. What is user-generated content?
  3. How might this story demonstrate the concept of USG?
  4. Why is USG valuable to marketing professionals?
  5. What is content marketing?
  6. What is market segmentation?
  7. What are the various ways a brand can segment the market?
  8. How does Nissan’s “Heisman House” campaign help to reach college football fans?
  9. What kind of segmentation might this represent?
  10. Why do you think Nissan wants to connect with college football fans?
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.

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