Nissan seen that many individuals won’t know the way to pronounce “Ariya,” the identify of its second EV within the US, which occurs to be a roomy and upscale two-row SUV. As automakers carry new EVs to market, they want new and thrilling names, although a few of them are simply plain bizarre, particularly in terms of pronunciation. Maybe Porsche ought to do that for the “Taycan.”

At any charge, Nissan enlisted the assistance of a wealth of TikTok creators to get consideration on the Ariya. The automaker named a couple of of the creators featured in its “#HowDoYouSayARIYA” marketing campaign, together with Tua Tagovailoa, Anna Faris, Idina Menzel, Bam Adebayo, Josh Duhamel, and QuinnXCII.

In accordance with a latest article printed by Automotive Information, Nissan needed to face the problem of introducing not solely its first absolutely electrical crossover, however maybe extra importantly, its fascinating identify. The carmaker determined to launch a TikTok-first marketing campaign together with a whopping 1,500 creators to get the job carried out.

The Ariya TikTok marketing campaign began on January 30, 2023, and it appears to be figuring out fairly properly. Numerous persons are speaking about it, and the official marketing campaign web page confirmed over 100 million views on the time of writing.

The brief YouTube video on the high of the web page highlights a few of the marketing campaign’s main gamers. You can even observe the TikTok hyperlink on the finish of the article, which is able to take you to the marketing campaign web page to observe many creators give it the previous faculty attempt.

Mainly, the “How Do You Say …” problem permits gamers to choose between two alternative ways to pronounce a phrase earlier than saying the phrase and tilting their heads to make their alternative clear and transfer on. They need to additionally ensure their video consists of the #HowDoYouSayAriya hashtag. 

Nissan requested creators and influencers to submit movies of themselves taking part in the sport earlier than selecting some to assist financially. Head of digital and social innovation for Nissan Dan Brenikov shared through Automotive Information:

“As an alternative of you having to launch in social media with two or three actually good, well-made movies which are supported by paid media, you may have actually hundreds of individuals saying the identify of your automobile on this form of groundswell of creators.”

“From the start, we knew we wished to do one thing — both a stunt or one thing huge — that will assist carry the Nissan Ariya and that identify into in style tradition.”