Nissan will use the college football season — and one of its biggest campaigns of the year — to push its new online shopping tool, in another sign that automakers are getting serious about digital retailing.
While shoppers have long researched cars online, the path to purchase has usually included stops at dealerships to test drive cars, finalize deals and sign paperwork. Nissan’s tool — called [email protected] — allows buyers to perform all those tasks online, including scheduling test drives for vehicles that are delivered to homes in partnership with local Nissan dealers.
The automaker rolled the program out in the spring. Now, it is trying to gain more widespread attention by making it a key plank in its annual “Heisman House” college football campaign that is entering its 11th season.
The campaign from TBWAChiatDay New York sticks to its long-running lighthearted theme of portraying previous Heisman winners sharing a house, …