Looking to leverage their sponsorship of the Heisman trophy, Nissan partnered with Sports Illustrated to create what would become one of the most successful sponsored experiential programs in SI’s history. While serving as Creative Director of Brand Marketing, my team worked closely with the editorial, events, sales and marketing groups at SI and also with Nissan’s agency, OMD, to conceptualize and design the fan experience and all of the supporting promotional assets. This program incorporated a variety of consumer touch points including national and local promotions of the tour stops, appearances by former Heisman winners, a Heisman trophy to be photographed with, interactive digital touch screens with custom games and photo galleries and a free team-specific commemorative magazine for each tour stop with Nissan as the single advertiser. There were also limited edition t-shirts designed in collaboration with apparel designers, No Mas, for each home school and they were given away as prizes for answering trivia questions correctly. Some fans loved the experience so much that they actually purchased new Nissan vehicles on site!
