Inside Nissan’s ‘Heisman House’ campaign with Zillow, college football star Caleb Williams and influencers
How the automaker is trying to keep the 13-year-old campaign fresh under its new CMO.
JaneWalter
The campaign, handled by Omnicom’s TBWA\Chiat\Day, will further the real estate theme with a couple of influencer partnerships. One deal is with Caleb Simpson, who is known for producing video tours of regular people’s apartments and homes on TikTok ( where he has 7.7 million followers) and Instagram (1.4 million followers). For Nissan, he will tour the Heisman house with the football greats and mascots. The automaker is also partnering with TikToker Jonathan Carson, whose humorous video reviews of homes, often sourced from Zillow postings, have gained him more than 380,000 followers.
This is the first Heisman House campaign under the watch of Marinkovic, who joined Nissan in March from Kia, where she served as director of marketing operations and strategy at Kia Motor America. The campaign stems from Nissan’s long-running sponsorship of the Heisman Trophy.
“Heisman has been a tradition at Nissan for many years now. And when I joined, one of the things that I was excited about with this property, and one of the reasons that we love the Heisman, and the Heisman House, specifically, is it's part of culture,” Marinkovic said.
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