Nissan is launching its "Road 2" campaign as an official partner of the NCAA March Madness basketball tournaments. Featuring mascots from 27 teams, including historically Black colleges and universities (HBCUs), the work highlights the unpredictability of the path to the Final Fours.
Inspired by the iconic journey that 136 teams make during March Madness, "Road 2" showcases that no matter how many times traveled, the roads to the championship games are never the same. The creative will play across a number of media, from TV commercials to social and onsite activations at both the women's and men's tournaments.
"With Road 2, we continue telling Nissan's story of having one of the most thrilling, newest lineups in the industry," said Allyson Witherspoon, vice president and chief marketing officer, Nissan U.S. "I'm also proud that Nissan is increasing our support of the Women's tournament so that we can help enhance the experience for both student-athletes and fans of women's basketball."
Nissan uses the campaign's creative elements to highlight the brand's newest and most iconic models including the all-new, all-electric Nissan Ariya* crossover, Nissan Z**, Pathfinder, Frontier, Rogue and Altima.
In addition to the spots, Nissan is offering fans a range of digital and in-person experiences. Extras include an online bracket challenge in partnership with CBS Sports. Fans can visit NCAA March Madness & The 2022 Bracket Challenge | Nissan USA for a link to enter selections in the men's and women's bracket challenges***. Fans who complete both brackets may be eligible to be entered into a drawing for a chance to win an all-new 2022 Nissan Frontier. Also planned are onsite activations at the Final Four weekends in New Orleans and Minneapolis with the ?Nissan Fan Cave' and ?Road 2 Final Four' activations. Nissan vehicles will be displayed, and some of today's biggest names in collegiate basketball will share content onsite, from both tournaments.
?Nissan Fan Cave' at the NCAA Men's Final Four Tournament, New Orleans
Located right outside the tip-off in New Orleans, fans arrive to an immersive basketball gaming experience that celebrates the journey and the destination of the Men's Final Four®.
Friday, April 1 from 11:30 a.m. to 4 p.m. CT
Saturday, April 2 from 1:30 p.m. to 4:30 p.m. CT
Monday, April 4 from 4:30 p.m. to 7:30 p.m. CT
?Road 2 Final Four' at the NCAA Women's Final Four Tournament, Minneapolis
A visual experience characterizing the team mascots' journeys on the Road 2 Final Four. Fans travel through basketball themed pit stops ending with Nissan's arrival at the Women's Final Four.
Minneapolis Convention Center
Friday, April 1 from 9 a.m. to 5 p.m. CT
Saturday, April 2 from 9 a.m. to 6 p.m. CT
Sunday, April 3 from 9 a.m. to 4:30 p.m. CT
Learn more at nissanusa.com/march-madness
For more information about our products, services and commitment to sustainable mobility, visit nissanusa.com. You can also follow us on Facebook, Instagram, Twitter and LinkedIn and see all our latest videos on YouTube.
*All-new 2023 Z not yet available for purchase. Expected availability Spring 2022.
**All-new Nissan Ariya not yet available for purchase. Expected availability Fall 2022.
***Bracket challenge rules
These press releases may also interest you