Critical Mass

Critical Mass

Calgary, Canada

Digital

TitleNissan DieHard Case Film
Agency
Campaign Nissan Diehard Fan
Advertiser Nissan Motor Corp.
Brand Nissan North America
Date of First Broadcast/Publication
Business Sector Cars
Story

Nissan recently penned the widest-reaching sponsorship deal in the history of collegiate sports. 100 colleges, 100 teams, and 103-million of the most loyal, crazy, colorful, hardcore, over-the-top sports lovers on the planet. They are true fanatics who, come game day, proudly wear their fanaticism – literally right on their faces. We ignited it by letting people transform themselves into diehard fans anytime, anywhere. 

 

Philosophy

Nissan recently penned the widest-reaching sponsorship deal in the history of collegiate sports. 100 colleges, 100 teams, and 190-million of the most loyal, crazy, colorful, hardcore, over-the-top sports lovers on the planet. They are true fanatics who, come game day, proudly wear their fanaticism – literally right on their faces. We ignited this by letting people transform themselves into diehard fans anytime, anywhere.

Inspired by college football fans and the tradition of face-painting, we created the Diehard Fan App – a real time virtual face-painting app. Diehard Fan lets anyone put on a game face and unleash their inner fanatic, anytime, anywhere. There are thousands of different combinations to try on, capture and share – proof that every day can be as exciting as game day. 

Problem

When Nissan penned the widest-reaching sponsorship deal in the history of collegiate sports, we needed to find a way to celebrate this massive partnership by paying tribute to what college football is best know for….190 million crazy, passionate, devoted fans! As lead agency for the campaign, we connected with the current selfie culture and gave fans who live and breathe their team colors the ability to unleash their inner fanatic and share their team spirit with everyone. There is a diehard fan in all of us and the Diehard app provides a simple and entertaining way to prove it. 

Result

The results to date have been outstanding: 

  • Number one Sports App in the Apple Store within two weeks of launch
  • 100 million impressions
  • Over 35 million facepaints tried on
  • 2.3 million photos and videos taken
  • 1.2 million shares
  • More than 10 minutes average time spent with the app 
Media Type Applications
Length
More Information https://itunes.apple.com/us/app/diehard-fan-by..

Featured Work