Euro auto manufacturer Vauxhall is putting its Mervia and Zafira models on the road with Nickelodeon UK to create Nick’s Big Trip, a mass promo campaign designed to engage kids and adults in driving-related fun and games.
Digital media is at the core of the effort created by ad agency Swordfish, which also includes a TV spot, live events and direct mail.
This week a dedicated microsite (www.nick.co.uk/bigtrip) goes live to tout family fun in the car. Hosted by animated versions of the young starts of Vauxhall’s advertising campaign, the site will feature content for adults and children, including a new casual game that allows users to customize their CGI cars and race them against other users.
There will also be a competition to win prizes and a real-life Vauxhall Zafira.