Nissan seen that many individuals won’t know how one can pronounce “Ariya,” the identify of its second EV within the US, which occurs to be a roomy and upscale two-row SUV. As automakers convey 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 fee, Nissan enlisted the assistance of a wealth of TikTok creators to get consideration on the Ariya. The automaker named just a few of the creators featured in its “#HowDoYouSayARIYA” marketing campaign, together with Tua Tagovailoa, Anna Faris, Idina Menzel, Bam Adebayo, Josh Duhamel, and QuinnXCII.

Based on a current article revealed by Automotive Information, Nissan needed to face the problem of introducing not solely its first absolutely electrical crossover, however maybe extra importantly, its attention-grabbing 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 understanding fairly nicely. Numerous individuals are speaking about it, and the official marketing campaign web page confirmed over 100 million views on the time of writing.

The quick YouTube video on the prime of the web page highlights a number of the marketing campaign’s main gamers. You may as well observe the TikTok hyperlink on the finish of the article, which is able to take you to the marketing campaign web page to look at many creators give it the previous faculty strive.

Principally, the “How Do You Say …” problem permits gamers to choose between two other ways to pronounce a phrase earlier than saying the phrase and tilting their heads to make their selection clear and transfer on. They have to additionally ensure that their video contains the #HowDoYouSayAriya hashtag. 

Nissan requested creators and influencers to submit movies of themselves enjoying the sport earlier than selecting some to assist financially. Head of digital and social innovation for Nissan Dan Brenikov shared by way of 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 possibly can have actually 1000’s of individuals saying the identify of your car on this type of groundswell of creators.”

“From the start, we knew we wished to do one thing — both a stunt or one thing large — that may assist convey the Nissan Ariya and that identify into well-liked tradition.”