The deal sees Nissan’s city small car range promoted through Yahoo! with a bespoke co-branded product suite and a customised application on the Yahoo! Mobile homepage called “My City”.
The co-branded channel contains a series of tutorials, showing users how to make their web experience simpler through Yahoo!’s Mail, Answers, Messenger and Mobile offerings.
The brand messaging is meant to highlight that Yahoo! shares the same “focus on innovation and simplicity” as Nissan’s city car range.
To drive traffic to the channel, co-branded adverts and editorial placements have been created and placed across Yahoo! sites.
In addition, the My City application has been created to sit within the “My Interests” section of Yahoo! Mobile and offers users the chance to add content about a particular city they visit.
The latest marketing activity, brokered by Nissan’s media agency OMD, follows a campaign launched in February when Yahoo! created an integrated campaign around the car company’s marketing in major ski resorts in Europe, under the “Nissan Sports Adventure” banner.