NISSAN

In 2015 while working on the Nissan United team at Chiat Day in New York, a huge part of Robyn’s role was growing social media organically. Being an EDM junkie, she noticed that DeadMau5 (global DJ) who is notoriously famous for his internet rants, was trending on Twitter. He was irate after being sent a cease and desist letter from Ferrari for customizing his car to look like the Nyon Cat (a popular Internet meme), and transforming it the purrari.

Robyn saw this as the perfect opportunity to jump into the conversation and create social buzz around the Nissan GT-R.  After performing due diligence, it was decided the GT-R would be a great fit for the artist, so Robyn shot a tweet at the musician hoping for a positive fan reaction and maybe a tweet from Deadmau5 in return. Within a matter of minutes, the conversation gained massive momentum after the musician saw the purrari replica GT-R and coined it the “OMGTR.” He then sent the team a direct message on Twitter asking for a test drive.

After test-driving the car—broadcast all over social media with images of Deadmau5 and the vehicle being posted on his and the partners’ social channels—he publicly vouched for the car and decided that he would film his hit YouTube show “Coffee Run” in a GT-R.

What started with a single tweet quickly grew into a phenomenon with more than 350 million impressions—24 million of those coming in the first 24 hours from Twitter—and more than 500 news sources covered the story, claiming that Nissan managed to one-up Ferrari.

We were also able to double the engagement on Nissan’s past posts through this exchange, as new fans of the brand were taking the time to scroll back through old posts and actually engaging with the content —boosting the brand’s engagement rate by 600%.