By Sahil Patel
As part of Nissan’s “Your Door to More” ad campaign for the Nissan Versa Note, the automaker is partnering with VEVO to produce music video covers of some of the summer’s most popular songs. The brand partnership kicks off today with the premiere of Skylar Grey’s cover of Daft Punk’s smash-hit “Get Lucky.”
This marks the first time VEVO has actively produced a music video with an artist. The music video company partnered with director Declan Whitebloom and Black Dog Films/RSA on the video, which features Grey living “the luckiest day of her life” while riding around in a Versa Note. The video will be distributed across all VEVO platforms.
A second video, which will feature rock band Mona covering Rihanna’s “Stay,” will bow in the fall. A third video is also in the works, though VEVO and Nissan did not disclose further details.
The ad campaign is focused on how the Nissan Versa Note is the gateway to people doing the stuff they are passionate about, from kite boarding to hitting a hole-in-one (as Grey does in her video).
Nissan’s agencies of record, TBWAChiatDay and OMD, partnered with VEVO, Black Dog Films/RSA, and the brand on the content.
The partnership was announced this morning at an Advertising Week event hosted by VEVO and Roku.
During a panel featuring VEVO chief Rio Caraeff, Roku VP of business development Scott Rosenberg, and moderator MediaLink CEO Michael Kassan, Caraeff shared some data on how his company is doing. VEVO is reaching about 240 million unique viewers worldwide, he said, with more than 50 coming from within the US. Caraeff sees international as the biggest area of growth, with the company projecting to bring in 35% of revenue from international markets even though three out of every four streams occur outside the US.
The company’s original programming has generated more than 850 million views to date across 2,000 VEVO-produced videos.
On the topic of distribution strategy, Caraeff said VEVO wants to be everywhere. “YouTube is a big spoke on our wheel, but so is Roku, and iPhones, and every other platform we distibute to,” said Caraeff. On Roku, VEVO is apparently averaging 108 minutes per month per viewer, which is “significantly higher” than other platforms the service is available on. “We believe in ubiquity,” said Caraeff. “It’s good for the artist and the consumer, and we have figured out how to build a business around it.”