In a move that takes the concept of integrated marketing to the next level, Nissan has signed a deal with Pan American Fox Sports that will involve not just a variety of mediums, but also a number of different markets, in a three-year deal that covers 25 countries and .
Under the agreement, which was coordinated by Nissan’s agencies The Vidal Partnership and OMD, the automaker would get exclusive title sponsorship rights to the much anticipated Copa Sudamericana on Fox Sports en Espanol here in the U.S. and on Fox Sports Latin America in Latin American and the Caribbean.
Online, Nissan will host a micro-site devoted to the five-month tournament on www.foxsportsla.com. The site will feature customized content, a fantasy league, stats and highlights.
The company will run a series of print ads in Fox Sports en Espanol magazine and will also run a tear-out game card that fans can use throughout the five-month tournament.
Nissan, Fox and its agencies are all heralding the agreement as a ground-breaking paradigm-shift in Hispanic marketing capabilities.
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