Nissan is using social networking in the run up to the launch of its luxury Infiniti brand.
Tullo Marshall Warren's new media arm, digitaltmw, is behind an online campaign to promote the soon-to-be -launched vehicle.
The campaign will go live this week and is using social networking sites to encourage consumers to register on a 'reservation list' to generate interest in the brand building up to its European launch in October.
Automotive blogs, sites and forums will be used by the DM agency to talk about Infiniti arriving in Europe. Details of the 'reservation list' will be spread and any questions that arise from the marketing activity answered.
TMW strategist, Richard Pentin, said: A key part of the launch strategy is to target key opinion formers in social media and create word of mouth about the brand. We’ve employed a variety of proactive and reactive engagement strategies to stimulate an open discussion about Infiniti, including how to get on the reservation list.
The 'reservation list' will enable prospects to book a place in a queue to be among the first in the country to own a car from the brand. The reservation process is done online, requiring contact details that are passed to the consumers local dealer. In October those on the list will be able to place an order for a car and given priority for quicker delivery.
Infiniti is the luxury brand of Japanese automaker Nissan Motor Co. It is currently available in America, Canada, Mexico, the Middle East, South Korea, Russia, China and the Ukraine.