- Nissan is souping up its long-running “Heisman House” program celebrating Heisman Trophy winners through a Zillow partnership, influencer marketing and nonfungible tokens (NFT), in line with a news release. The effort is developed in partnership with ESPN.
- Starting Sept. 1, visitors to the net real-estate platform Zillow can explore the sprawling mansion dedicated to varsity football greats intimately. The automaker can also be opening a virtual version of the home on Sept. 8, constructing on a metaverse-oriented play from last 12 months.
- Nissan has also teamed with Caleb Simpson, a creator known for showing off homes and apartments on TikTok and Instagram, to tour the Heisman House with help from athletes and mascots.
Nissan is honing its digital engagement strategy across the Heisman House, a school football marketing effort now in its thirteenth season. The automaker is again uniting young talent with past Heisman Trophy winners under one roof, a sprawling estate that customers can explore virtually and thru the lens of influencer partnerships.
The latest iteration of the concept welcomes the addition of Caleb Williams, the University of Southern California quarterback who secured collegiate football’s top honor in 2022. In recent ads, Williams reflects on how he used to query whether the Heisman House is real before walking viewers through a day within the life. Other athlete ambassadors represent five a long time of Heisman winners, with cameos from NFL players including Robert Griffin III, Barry Sanders and Tim Tebow.
Eleven Heisman Trophy winners total feature in the most recent Heisman House. Among the ranks is Bryce Young, the 2021 Heisman Trophy winner and No. 1 overall NFL draft pick in 2023. Young starred in last 12 months’s “Heisman House” blitz as a part of Nissan’s first NIL (name, image and likeness) deal with a collegiate athlete.
Williams, Young and the remaining of the crew pal around in a series of eight spots that may air throughout the season. Two ads, “Is It Real?” and “Covering the Spread,” begin running today (Aug. 31) on ESPN while the campaign may also appear on ABC, CBS, Fox and NBC. Nissan is using the chance to advertise its Frontier, Rogue, Sentra, all-electric Ariya SUV and Z NISMO1 models, the latter of which isn’t yet available on the market.
https://www.youtube.com/watch?v=G6sQWYVPJ7U
While Nissan is enacting a heavy traditional media push to align with college football mania, it’s also putting more muscle behind digital activations. The tie-up with Zillow, a home-hunting platform, and creators like Caleb Simpson could help Nissan engage young consumers who’ve cut the cord on traditional TV. Simpson wields 7.7 million followers on TikTok, a key channel for reaching Gen Z. In “Is It Real?,” a number of the older Heisman players rejoice with the concept of “doing a Tikky-Tok,” leading Williams to reply that the home is “identical to campus.”
Additionally, Nissan is providing an NFT pass that accesses exclusive content and experiences, including the prospect to attain tickets to major games. The pass is accessible free of charge at TheHeismanHouse.com or may be claimed in person at Nissan’s roving Heisman House Tour that may hit several college campuses.
“In addition to all of the hijinks with the Heisman winners, we’re expanding the Heisman House excitement with digital collaborations to bring fans closer to the motion,” said Marisstella Marinkovic, vp and chief marketing officer at Nissan U.S., in an announcement.
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