Nissan is once again partnering with the NCAA’s March Madness basketball tournament to take its vehicles on the “Road 2 the Final Four.” For this year’s tournament, the automaker will bring a new TikTok feature along for the ride.
Nissan will become the first brand to integrate the platform’s “TikTok Now” feature—TikTok’s answer to the BeReal craze that swept across social media late last year—into a campaign, according to Nissan. The feature, similar to BeReal, prompts TikTok users at a random time each day to capture a photo or video of whatever they’re doing at the time using both the front and rear cameras of their phone.
Nissan will use the feature in an attempt to make connections with fans watching games. Throughout the tournament, TikTok will time its daily prompts to “key moments” of March Madness, and fans who then upload those photos or short videos to Instagram will be entered for a chance to win tickets to the Final Four of next year’s tournament, according to a press release. "We worked with TikTok several months in advance to ensure that 'Now' notifications will get pushed out across America during the games—something no brand has done before," Allyson Witherspoon, VP and chief marketing officer for Nissan U.S., said in a statement.