How do you say ARIYA?
(A-RYE-UH? A-REE-UH? AR-EE-YA?)
Nissan launched a brand-new electric vehicle: The ARIYA
Problem is, no one knew how to pronounce it correctly.
So we turned our greatest business challenge into the ultimate pronunciation challenge.
Partnering with celebs who have commonly mispronounced names, we created a series of pronunciation lessons on Instagram and tapped into TikTok to create an innovative branded effect disguised as a game.
We created an AR game called “How Do You Say…” which enlisted thousands of TikTok creators in just a couple of days to turn #HowDoYouSayARIYA into one of the top trending topics.
With over 170 Million views and over 20,000 TikToks created for ARIYA, we turned a nameplate virtually no one knew about into one of the most recognizable and searched electric vehicles.
CELEBRITY VIDEOS
Watch Tua Tagovailoa, Anna Faris, Josh Duhamel, Idina Menzel, and QuinnXCII set the record straight on how to pronounce their own name and the ARIYA.