Britney Spears has teamed up with auto manufacturer Nissan to enable one lucky fan to win an all-new 2012 Nissan Versa in an online sweepstakes.
The competition was announced by the singer through her ever-popular Twitter profile – which is well over nine million followers strong – on the 27th September, taking her social media fan base through to a dedicated sweepstakes portal on a Nissan branded microsite. A fan will be selected at random on the 10th October to win the newly launched vehicle.
"Britney has one of the strongest and most loyal fan bases in the world and makes for a perfect partner for this contest. This is going to be a phenomenal campaign and will certainly change the life of one of her deserving fans forever,” stated the creative agency behind the campaign.
The promotion forms part of Nissan’s recent social initiative, entitled ‘My Versa Road Trip’, which offers up the chance to shape and win a personalised road trip with friends, in addition to daily iTunes gift card giveaways. Visitors to the site are encouraged to plot the course of their trip on a digital map and invite the friends they would like to accompany them, the more interesting the trip the bigger the chance of winning.
What’s particularly interesting about this campaign is the way in which Nissan has utilisied a prominent singer’s vast Twitter empire to leverage inertest in a promotion which could easily have fallen by the digital wayside. This once again highlights just how lucrative a well established social following can be for both artist and brand alike.