Devised by agencies TRO and Fuse Sport + Entertainment, the experiential fan experience was part of the Uefa Champions Festival at the Castello and Duomo in Milan, which was visited by more than 100,000 fans.
The event marked the conclusion of Nissan’s second season as a Uefa Champions League partner. The global car manufacturer supplied more than 100 electric vehicles (EVs) to UEFA and associated sponsors and installed 17 public EV rapid chargers in Milan and its surrounding airports during the Uefa Champions League Final weekend.
Nissan’s Fan Festival activation featured unique activities that fans were able to engage with. Supporting the launch of the new Nissan GTR and the #getmilanexcited campaign, an immersive 360-degree piece of content was created which the fans could experience via the new Sony Playstation VR headset, a first of its kind for this piece of technology.
Sian Bates, client services director at TRO, said: "We were excited to unveil Nissan’s brand activations at the Uefa Champions League Final last weekend. Not only did we bring Nissan’s values of ‘Innovation that Excites’ to life through immersive activities, we also added value to the experience for fans through relevant, personal and memorable moments.
"The power of sporting events and experiential marketing to deliver stronger relationships between brands and consumers continues to demonstrate great return for clients."
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