To make a cynical online audience take notice of the new Nissan Qashqai, we invented an urban sport called Qashqai Car Games. To do this we had to create an entire universe complete with a five-year history, rules, six national teams, crazy drivers, psychotic fans, merchandise, and specialist stunts. Virals capturing different events, from reportage to huge super bowl games in Japan, were seeded on approximately 2,000 sites and supported by an official website: www.qashqaicargames.com. To take the sport into the mainstream we brought it into the real world, with PR, team trucks, giant ramps driven on-road, flyers, magazines, a clothing label and market stalls. The campaign generated 14 million hits, exceeding targets by over 300 per cent.
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