Nissan LEAF "Turns On" Europe Weeks Ahead of Schedule

Online, June 29, 2012 (Newswire.com) - In a move that proves that social media marketing is still an important tool for auto makers, the Nissan Big Turn On campaign enjoyed unexpected success in Europe. The initial goal was to build an audience of one million people in 100 days through a dedicated web site (the-big-turn-on.co.uk). They reached the goal 15 days ahead of schedule, and still only 92 days in, have exceeded it by more than 78,000 Turn Ons.

"We are delighted to have hit one million 'Turn Ons' ahead of schedule," said Paul Willcox, Senior Vice President for Sales and Marketing, Nissan in Europe. "It shows that more and more people are realising that cars like Nissan LEAF are a real alternative. While Nissan might have reached its target early, The Big Turn On will continue to spread the word about the 100% electric LEAF."

The Big Turn On was designed to raise awareness of the benefits of electric vehicles and to answer questions and address misconceptions that surround them. The contest is for users to register and recruit people in their city to Turn On. The top recruiter in each country is eligible to win a Nissan LEAF, and the city with the most participants will win 30 electric vehicle chargers. These Nissan-designed chargers are unique in that they can charge a Nissan LEAF battery to 80% capacity in 30 minutes.

The program also features celebrity test drive challenge videos, real owner video testimonials, a-fact-a-day about electric vehicle driving, and 24-hour Nissan LEAF test drives to allow drivers the full LEAF experience. Primarily promoted via Facebook and Twitter, the campaign was so successful that the goal was reached before many of the related events could be utilized.

A week after the one-millionth Turn On, but still a week before the end of the promotion, Nissan continued to raise awareness by accepting Tweets as payment for cab rides in London. Riders who sent their destination and the hashtag #6xcheaper got free rides in a Nissan LEAF taxi, because powering a traditional car is six times more expensive than operating a LEAF.

For further details in the Nissan LEAF, visit Bates Nissan in Killeen, Texas, in person for a test drive, or online at batesnissan.com.