F&I Management & Training

Car manufacturer connects with consumers in sponsorship deal with Microsoft Advertising

Microsoft today (30^th July, 2013) announces the launch of MSN Innovation - an editorial channel on MSN built in conjunction with sponsor, Nissan Motor GB Limited. Designed to showcase innovation across all walks of life, the dedicated content complements Nissan's ethos of ‘Innovation that Excites' and is tailored to appeal to not only the brand's target audience, but also anyone that is passionate about all things innovative.

Supported with display advertising throughout MSN, the twelve month deal between Microsoft Advertising and Nissan was brokered by Manning Gottlieb OMD, with Nissan content from TBWA and digital assets from DNA. The channel content created by MSN's award-winning editorial team aims to inspire and engage readers with a passion for innovation, whilst weaving in content that reflects Nissan's dedication to ‘Innovation that Excites' in every product design, ownership experience, and piece of communication. The car manufacturer's products showcased throughout MSN Innovation include the 100% electric LEAF, Juke n-tec, new Note, Qashqai, NISMO, GT-R and GT Academy.

With a dedicated MSN Editor to commission original content and maintain quality, the editorial will focus on five specific categories - ‘design', ‘planet', ‘personal' and ‘tomorrow', with a fifth pillar dedicated to deliver Nissan's unique viewpoint on Innovation both inside and outside the automotive sector. Articles already in the pipeline include features exploring the developments of eco-friendly home innovation and space tourism. With Nissan's involvement as Partners of the British Olympic Association & Paralympic Association, and automotive partner of The O2, there will also be a variety of ways to gain access to unique content, promotions and bespoke experiences across sports, entertainment and automotive.

The sponsorship will provide Nissan with exposure to a guaranteed audience on MSN each month. Available across mobile, PC and tablet, the Innovation channel will also be promoted via MSN's Homepage, Facebook and Twitter pages to drive audience interaction.

James Hayr, Head of Solutions at Microsoft Advertising, says: "Our belief is that great advertising revolves around great storytelling. New channels such as MSN Innovation are proof of Microsoft Advertising's commitment to providing valuable experiences that benefit advertisers, publishers and consumers.

"MSN Innovation enables Nissan to tell its brand story in a new, credible way that integrates original, engaging content to create a unique experience. This campaign forms part of our long-term strategy to launch further bespoke channels in partnership with leading brands, pushing the boundaries of what is possible creatively."

Dominic Eames, Editor-in-Chief of MSN UK, says: "I'm really pleased to launch MSN Innovation.  It builds on our existing MSN Food channel as an example of how content and brands can come together which deliver commercial messages as well as a really strong editorial experience.  Using MSN's assets and audience, we're able to create interesting and engaging stories that really extend MSN UK's existing offering."

Guillaume Masurel, Nissan UK Marketing Director, says: "As part of our continuing commitment to deliver innovation and excitement in everything we do and communicate, we see the launch of the Innovation Channel with Microsoft as a great platform to continually engage consumers in the UK with unique and varied content, and the variety of exciting projects that Nissan have coming up in 2013 and beyond."

Glenn Burchnall, Account Director at Manning Gottlieb OMD, says: "With their heritage in innovation, technology, research and development - Nissan and Microsoft are a great match. Working with Microsoft will enable us to amplify Nissan's rich innovation story to a mass, engaged audience and continue our commitment to providing innovative comms platforms on behalf of the Nissan client in the UK."

Visit MSN Innovation at www.msn.co.uk/innovation.

DATED: 02.08.13

FEED: HA