How Dark Horses and Nissan Formula E Are Rewriting the Playbook on Sports Marketing

Standing out in the competitive sports world is challenging, especially for a new player like Nissan’s Formula E team. Despite this, the team has managed to attract attention and make an impact. Teaming up with Dark Horses creative agency, they have adopted an innovative strategy called “Noisy Thinking,” combining fast creativity with precise execution. This approach has led to successful outcomes, such as increased followers and unique marketing campaigns like flash mobs. By collaborating with world-champion cheerleaders at the Miami E-Prix, they have effectively blended Nissan’s Japanese heritage with American sports culture. This unconventional approach has resonated well with fans, as seen by the positive reactions and high engagement on social media platforms. The team’s focus on cultural storytelling and connecting emotionally with a new demographic has proven to be effective in the US market, where Formula E’s high-speed, eco-conscious format appeals to younger audiences seeking action and purpose. The success of Nissan Formula E’s campaigns can be attributed to “Noisy Thinking,” a strategy that prioritizes creativity, speed, and earned media. By taking creative risks and trusting their agency, Nissan has been able to establish a unique brand identity and engage with fans on a deeper level. Looking ahead, Formula E and Nissan have significant potential for global expansion, with a focus on creating a culturally relevant and sustainable future for motorsport. Ultimately, it is creative bravery that will determine the success of brands in the evolving landscape of sports and entertainment.