- The 2014 Nissan Versa Note is being showcased in a 45-second national television commercial created by users of Instagram and Vine, as the automaker turns to social media to promote the car.
- In a separate campaign, Nissan is asking participants to share their "passion" via Facebook and PassionGenome.com.
- Nissan's social-media push is another example of an automaker bypassing traditional car advertising.
NASHVILLE, Tennessee — The 2014 Nissan Versa Note is being showcased in a 45-second national television commercial created by users of Instagram and Vine, as the automaker turns to social media to promote the car.
The 45-second commercial will air on Saturday during the Florida State-Clemson college football game on ABC.
The unusual commercial features a 6-second journey from the city to the beach and a freehand sketch that morphs into a vehicle in motion.
Participants in a Nissan contest that kicked off in July were asked to submit a 6-15-second video inspired by their passions and starring the Versa Note hatchback.
The passion theme continues in Nissan's Passion Genome project.
Participants will see the passions they share with friends illustrated in a Passion Portrait. Nissan is calling it a "personalized, interactive visualization of themselves."
The automaker said fans can share their Passion Portrait on Facebook and Twitter using #MyPassionPortrait for a chance to win a $1,000 gift card from Amazon.com.
Social-media efforts by automakers have been on the rise as they seek to build a community with consumers and to enlist them as "co-creators" in advertising campaigns. Lincoln debuted its first Twitter-generated Super Bowl commercial earlier this year and Audi let viewers pick the ending of its Super Bowl commercial featuring a boy going to the prom.
Edmunds says: Crowdsourcing continues to be popular among automakers hoping to come up with a unique way to sell cars and trucks.