To match the fun and youthful vibe of the eye-catching Nissan Cube, the automaker rolled out a successful mobile campaign this summer to engage current and potential customers. Consumers could text in to gain access to Cube-themed music, wallpapers, TV commercials, Cube info and more fun goodies.

(Waterfall Mobile powered the mobile aspect of the campaign for our client TBWA \ Chiat \ Day, the agency of record for the Nissan Cube.)

One groundbreaking element of this campaign? Nissan’s use of 11 different SMS keywords. The company assigned each media platform a different keyword, thus making it easy to track where individual consumers were coming from – and, by extension, which ad channels were providing the most impactful ROI.

Nissan used the following outlets and keywords in the campaign:

Cable TV – CUBE
Dealer Letter – NISSAN
Direct Mail Piece – CONNECT
E-Newsletter – SHARE
Facebook fan page – FANS
Mobile – MOBILE
Nissan Headquarters – HQ
NissanUSA.com – MOBILEHUB
Print – NISSANCUBE
Prospect email – PERSONALIZE

The majority of the keywords went live on June 1, and over 10,000 people had texted in to the short code by the end of July. When consumers sent a text with one of the keywords to short code 44144, they received a reply with a web link that allowed them to get more information on the Cube’s features, sign up for Cube updates, or download the available MP3s, wallpapers and videos.

The results: cable television (keyword CUBE) has driven nearly 56% of the texts, while Nissan’s print ads (keyword NISSANCUBE) contributed to 36% of the texts received. The remaining 8% were split across the other platforms.

The campaign is still live. To download Cube-centric content or get additional information on this hot summer ride, text any of the above keywords to 44144.