Tokimonsta + Strangeloop
Billboard Hot 100 Festival Innovators SERIES
New ideas don’t just appear. They grow from influence to inspiration to innovation. For the launch of the new Nissan KICKS, we championed how technology can move you, both in the vehicle and beyond.
With the vehicle's unique Bose 360 sound Headrest and color customization options, we knew we wanted to partner with a music artist with creativity, innovation and drive. Electronic music artist Tokimonsta perfectly embodied these attributes, having overcome a medical condition that left her unable to understand speech and sound to go on and win 2018's Grammy for Best Electronic Dance Album. And long-time visual design partner, Strangeloop (aka David Wexler), signed on to create performance visuals.
We had our Nissan engineers collaborate with these influential innovators to create a sensory driven, livestream event inspired by the Nissan KICKS and culminating at the Billboard 100 Festival. Working together, they demonstrated the ability to create art through their technological mediums, and incorporating the KICKS feature technologies and style in a series social-first videos and livestream event.
The event resulted in a +293% increase in average daily mentions of @NissanUSA with a total of +52.3k mentions during the campaign flight. And the custom performance was an overwhelming success, generating over 18.1 million views.
An on-site activation showcased two KICKS vehicles. In one, we projection mapped the Strangeloop/Tokimonsta performance visuals onto the windows to create an immersive moment of zen and respite for concertgoers and fans. The second vehicle we equipped with turntables, turning it into a pop up dance party featuring DJ Amrit and Alejandra Sabillón.
Fans were equipped with RFID bracelets that could be used at interactive kiosks throughout the venue to win free prizes or even a meet and greet with Tokimonsta. Fans could also pick up CrowdSync bracelets to light up the night during the performance.
The innovative partnership was backed by an extensive social campaign including posts from the artists and Hot 100. Dedicated Instagram Stories game showcasing TOKiMONSTA generated over 64K impressions. The performance was also picked up by top press outlets—Newsday, The Guardian, MediaPost, and Billboard—garnering over 40M press impressions.