Nissan Spain is using a second-screen experience that includes mobile and Web in a new rich media advertising campaign that shows how easy it is to park a car.

The car company is running Web ads for its Nissan Qashqai model that encourage users to see the ad in a more engaging way by adding a second screen experience via their mobile devices. Nissan Spain is working with creative agency Plan Comunicación, media agency OMD and digital advertising company MediaMind on the campaign.

?We do not consume media nowadays like we did a few years ago,? said Manuel Romero, Madrid-based creative sales engineer at MediaMind.

?Users are jumping from their mobile phone to their laptop and if a brand?s users are there, you have to follow them,? he said.

?It is important for brands to listen to their audiences to know what they are up to.?

The Web ads promote the Nissan Qashqai as a compact SUV that is easy to parallel park in cities.

The ads showcase how the car has cameras around it to help consumers maneuver into small spaces and encourages users to roll over the ad with their mouse to learn more.

The ads then expand and let users interact two ways ? by asking them to type the mobile Web site http://qq360.es into their device or use their computer?s mouse to view the interactive portion of the ad.

Each ad impression includes a six-digit code that users type in on the mobile site to sync the Web and mobile portion of the campaign.

Users are then prompted to use their device as the remote control to park the car.

Consumers use their finger to turn a virtual steering wheel and put the car in reverse as if they were parking a car. The car then slides into the spot.

Consumers can also zoom in on the car to get a better perspective on the car.

The ads began running a few weeks ago and will continue to be used throughout the next year.

By using a second screen, Nissan Spain is able to connect with users on multiple screens.

Consumers are digesting content on multiple platforms ? sometimes at the same time ? and an ad that combines both Web and mobile is an example of how marketers can reach multiple platforms with one campaign.

The Nissan Spain ads also use rich media, which is a great way for consumers to get involved with a car that is aimed at showing how easy it is to do something.

Beyond the Nissan Spain campaign, the car maker also recently ran time-sensitive ads in the United States market as an end-of-year push to get consumers to the dealerships (see story). 

?Brands need to deliver the best experience by thinking about what they want to say and finding the right means to send them,? Mr. Romero said.