Social creative: Nissan to build crowd-sourced car
Brands and companies using Facebook for feedback is not news – every day fans are asked to rate items, or are encouraged to chat about new launches. But how often do brands take these comments on board in creating new products?
Japanese carmaker Nissan aims to do exactly that in its ‘Project 370Z’, which will see the brand’s Facebook fans crowd-source a special one-off, track-ready, 370Z using off-the-shelf performance parts and accessories.
The car will be built in four stages – power, handling/brakes, interior and exterior – with fans making their opinions known through comments, likes and wall posts.
On Thursday, Nissan asked fans about the power aspect of the build: “Should it be naturally aspirated like our NISMO race cars, or supercharged? Or what about twin turbos? We’ve got three different ways to go on the engine build so let us know which route to take and why you’d want it for this Z car.” Already 381 comments have been posted, which Nissan will dutifully sift through to determine which parts to use.
Interestingly, Nissan has chosen to execute Project 370Z in an organic way. Yes, they’ve designed up some images to help users understand and choose parts and accessories, but all of the project’s dialogue is being conducted through the Facebook page wall, rather than a separate app, sidebar tool or e page – so little extra social media tech is used.
This is a smart move. It naturally encourages all-inclusive discussion and reaches the relevant people – the motoring enthusiasts subscribed to Nissan’s page – who may otherwise fall through the net of an additional app or page. Equally, without a Project 370Z app the brand avoids amateurs and rookies jumping on board with their two cents because of any ‘novelty value’.
Nissan’s goal isn’t to create a motoring monster, but to utilize fans’ enthusiasm to create something truly unique. And, in using readily available parts, Nissan is also subtly encouraging petrol-heads to go out and create their own models – so this campaign ticks the marketing box as well as earning high marks for positive brand perception.
Fans will see their creation unveiled in May at the annual ZDayZ gathering in the mountains of North Carolina.