Case Study: Nissan Drives Brand Engagement with Digital Graffiti Activation

An Experiential Marketing Campaign That Tapped into Emotion, Creativity, and Campus Pride

The Challenge

Nissan wanted to go beyond cheap giveaways and brochures. They were looking for an authentic, emotional connection with college students — a campaign that would spark brand affinity and long-term loyalty, not just temporary attention. The goal was clear: turn college students into proud brand advocates who could see themselves owning a Nissan.

The Interactive Dallas Solution

With over 15 years in live event activations and 20+ years in sales and marketing leadership, Dennis Walthers, CEO of Interactive Dallas, proposed a solution rooted in immersive technology and emotional storytelling.

Using custom digital graffiti technology combined with projection mapping, the team brought Nissan’s vehicles to life in a way college students had never seen before — allowing them to “tag” a real Nissan Rogue in real-time using a touchscreen kiosk.

The Execution

Bringing this vision to life across the country required more than just creativity — it demanded precise logistics, technology expertise, and a national team of trained staff.

Interactive Dallas:

Recruited and trained brand ambassadors and regional team leads
Coordinated logistics and transportation of all tech and the branded Nissan Rogue to 5–10 campuses each weekend
Provided on-site activation support to ensure a seamless guest experience
Delivered white-glove service for Nissan’s agency partners

How it worked!

“We didn’t just create content —

we created emotional ownership.”
— Dennis R. Walthers, CEO, Interactive Dallas

At each college football game:

Students used a 55” touchscreen kiosk to design digital art, slogans, or their names

The graffiti appeared instantly on a physical Nissan Rogue via real-time projection mapping

Users could add their school’s logo to their design

Guests posed for photos next to their custom creation, amplifying the experience on social media

Custom branding and college pride created a deeply personal moment of connection

The Results

🚗 Three consecutive fall seasons of activations

🏈 Dozens of major college football games across the U.S.

🎨 Thousands of personalized interactions with the Nissan Rogue

📸 Massive social media sharing via photos of the graffiti’d vehicles

🔥 Created emotional bonds between students and the Nissan brand

This campaign became a signature piece in Nissan’s college marketing strategy — repeated for three years in a row thanks to its massive impact.

Why It Worked

This activation checked every box:

🎯 Aligned with brand goals: emotional engagement > giveaways
👆 Interactive and shareable: built for social virality
🎓 Localized: integrated school pride through team logos and events
🧠 Smart use of tech: projection mapping + touchscreen graffiti = instant wow factor
📈 Measurable ROI: tracked foot traffic, engagement, and media shares

Looking for Your Own Interactive Brand Activation?

Whether you're launching a product, engaging a college audience, or looking to bring your brand to life in unforgettable ways — Interactive Dallas has the strategy, tech, and talent to make it happen.

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