In search of a new audience, Nissan made its bet on gaming. In November, together with OMD, we developed a project that responded to the request of the client: seamless integration into the gamers' territory and the announcement of an updated version of Nissan Qashqai. The project consisted of two parts: a game stream with an interactive car and an IRL stream around Moscow, during which the audience controlled streamers.
During a hot passage of PUBG Drainys arranged a quiz on the knowledge of Nissan cars. The viewers got a scale with a blue Qashqai on their screens - an interactive banner based on Kouch technology. The audience clicked on the car, "filling" the scale. As soon as the scale was filled, the streamer aired the question. The reward for the correct answers was a Steam certificate.
Based on the channel's average view data, the stream was expected to reach 13,000 people. In reality, there were 26,500 viewers - 205% more than forecasted. We also placed a red button on the stream that linked to Nissan configurator. Instead of the expected 0.9% of clicks, we got 8%.