Agency: TBWA\ London
TBWA\London has launched the next chapter in Qashqai Car Games 2, the drop-dead-funny sequel to last year’s wildfire digital campaign, which spread all around the world with 16 million views targeted to 13 countries.
It features one of several bizarre amateur teams, which will be showcased throughout the year.
The Qashqai Car Games new ‘Spanner League’ replicates the games’ contagious effect. The weird and wonderful semi-professional league is made up of wacky fans that attempt to re-create the extreme stunts of last year’s professionals with varying degrees of success.
The four crazy teams from around the world aspire to make pro-circuit level and will be followed and scrutinised throughout the year by ex-pro Craig ‘Pencil Sharp’ Patterson, who has a passion for developing grass root drivers and will keep fans updated on his blog: blog.spannerleague.com
The teams include the Thai Musical stunt team and their pet pit-bull, the die-hard Flemish team, the Polish team with Joe Zakopane, the escape artist and the leopard skin clad Matonge team from Africa.
Nissan Marketing Communications General Manager, Jean-Pierre Diernaz, said, “Qashqai Car Games 2 is a wonderful extension of last year’s campaign and will continue Qashqai’s plan to engage audiences by entertaining them and creating a truly contagious marketing campaign“.
Fans will learn about the team backgrounds and see them perform in viral films released each month through various online sites and channels.
The campaign will focus on automotive, fashionable lifestyle and underground lifestyle sites whilst key branding will take place through one of the world’s largest video sites, Metacafe.
Unlike most online media campaigns in this category, which attempt to pull users out of their online environments and bring them to a micro site, Car Games 2 allows users to take the content and use it in their own environments and blog, talk, chat and share on whatever platform they find appropriate.