They asked for an email—we gave them a full-blown social event. First, we commissioned three urban artists to create artwork based on the Nissan Juke’s three driving modes. Then we disassembled the artwork and created a microsite that let consumers create wraps for the Juke. The people voted, and the winner got a new Juke wrapped in their unique design. To support the campaign, we created launch videos and daily giveaways that kept people coming back.