The campaign, created by Enjin, encourages global audiences to tweet about zero emission. Nissan will then use augmented reality technology to visualize these tweets.
The campaign comes ahead of the global launch of Nissan's new electric car, Leaf, later this year.
A live event will be held today and tomorrow in Tokyo to accompany the digital campaign. Nissan will construct two-meter-high ice sculptures of the words ‘Why not zero’ outside Shibuya's shopping mall PARCO I, and audience tweets will be displayed on the structure.
"We decided to use the ice because it has no residue – it truly has zero emissions becuase there's no trash, no nothing, no pollution," Kenichi Horie, art director at Enjin, said of the agency's strategy. "We used Twitter and augmented reality because, without using conventional, traditional media, how could we spread the word? We wanted it to spread through viral and social media and to build traffic to the website."
The event will be broadcast through the Twtitter account zeroemissionary in real time from 11:00 to 17:30, Tokyo time.
Nissan and Enjin will launch similar campaigns in two other global cities, initially believed to be New York and Geneva, in the coming months.
The campaign comes ahead of the global launch of Nissan's new electric car, Leaf, later this year.
A live event will be held today and tomorrow in Tokyo to accompany the digital campaign. Nissan will construct two-meter-high ice sculptures of the words ‘Why not zero’ outside Shibuya's shopping mall PARCO I, and audience tweets will be displayed on the structure.
"We decided to use the ice because it has no residue – it truly has zero emissions becuase there's no trash, no nothing, no pollution," Kenichi Horie, art director at Enjin, said of the agency's strategy. "We used Twitter and augmented reality because, without using conventional, traditional media, how could we spread the word? We wanted it to spread through viral and social media and to build traffic to the website."
The event will be broadcast through the Twtitter account zeroemissionary in real time from 11:00 to 17:30, Tokyo time.
Nissan and Enjin will launch similar campaigns in two other global cities, initially believed to be New York and Geneva, in the coming months.
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