Made Nissan part of the most photographed ritual in sports.
Nissan had visibility across major sports, from college athletics to international soccer and the Olympics. The challenge was giving fans a reason to do more than notice the brand. We found that reason in one of fandom’s most universal rituals: painting your face. Die Hard Fan turned that ritual into a virtual game-face platform, transforming Nissan from a sponsor around the game into part of the sporting ritual itself.
42M
Virtual masks tried on
3.6M
Fan photos & videos created
1.5M
Social shares
College Athletics
We started where game-day rituals are loudest: college sports. Each school got its own version of Die Hard Fan, with team-specific face paint, bespoke ads, and placements across the channels fans already followed.
To make the app feel personal, we created bespoke ads for each team, giving fans an invitation that felt tied to their school, not just the Nissan brand.
We partnered with each school to distribute the work through the places fans were already paying attention, from team Facebook pages and social channels to in-stadium jumbotrons on game day.
Mexican National Team
From school pride, the platform expanded into national pride. For the Mexican National Team, we gave fans a new way to wear El Tri’s colors and share their support wherever they watched the match.
Olympics
For the Olympics, Die Hard Fan scaled from teams to countries. The platform expanded into a global expression of fandom, giving fans around the world a way to paint their face, support their nation, and share their pride.
