LOS ANGELES, May 2, 2014 /PRNewswire/ -- One participant
described the experience as: "This is crazy." Another was left
speechless, while a third said: "I would never imagine a four-door
car could do this." All three were part of a new Nissan marketing
campaign titled "Ride of Your Life" that highlights the 2014 Nissan
Altima, one of the top-selling cars in the U.S. The campaign was
created to drive traffic to ChooseNissan.com and create excitement
leading into Nissan's model year-end national sales event.
"The 'Ride of Your Life' campaign shows off the performance DNA
that lives inside every Nissan and will help engage consumers
nationwide, creating positive, lively conversation online and in
person as we enter upon our year-end sales event," said
Jon Brancheau, vice president,
marketing communications and media, Nissan North America, Inc.
"With a blend of performance, technology, superior fuel economy and
more, Nissan vehicles are intended to give drivers the ride of
their lives."
In a TV spot slated to launch next week, Nissan intends to
deliver a powerful message that the Altima is undoubtedly the most
exciting sedan on the road. Led by director Brent Jones of Humble, production designer
Page Buckner (Transformers,
Spiderman, Iron Man 2) and event managers from Match
Action, participants (real people, not paid actors) were selected
to receive rides around the Horse Thief Mile at Willow Springs
Raceway in what was marketed as "Nissan's most advanced Altima
racecar."
The catch? The vehicle was actually a standard Altima dressed as
a racecar. When the vehicle – which looked, sounded, smelled, felt
and performed like a racecar – was stripped of its dressing
following the ride, participants were shocked, left only to look at
each other in disbelief. They couldn't believe a sedan could
feature such dynamic and inspiring performance.
"There's no better way to market our cars than by highlighting
the incredible performance that pulsates within the Altima each and
every time it is driven," added Brancheau.
Creating Buzz in L.A.
To ignite conversation, one of
the "racecar" Altimas will be driven around Los Angeles prior to the ad's launch. Signage
on the vehicle will invite people to find out what's going on via
the hashtag #NissanROYL. Once the hashtag is posted via Twitter or
other social media outlets, people will be encouraged to view the
promotional video footage derived from the TV spot, thus continuing
the conversation.
In addition to daily Twitter interaction on the Altima Twitter
pages, Nissan will invite customers to share creative expressions
via Snapchat of what driving a Nissan feels like to them. The best
Snapchat responses will then be entered for the opportunity to win
prizes such as a PlayStation 4.
About the 2014 Altima
The 2014 Nissan Altima, the
centerpiece of the Nissan lineup and one of the top-selling cars in
the U.S., offers a premium exterior and interior and driver-focused
technology. Its many attributes include outstanding fuel economy of
38 mpg highway (2.5-liter engine only) and an outstanding balance
of ride comfort, handling and a fun-to-drive demeanor. Altima is
offered in seven well-equipped models to meet a range of needs and
budgets – and with a choice of a 182-horsepower 2.5-liter DOHC
inline 4-cylinder engine or 270-horsepower 3.5-liter V6. Both
engines are matched with a smooth, efficient Xtronic
transmission.
About Nissan North America
In North America, Nissan's operations include
automotive styling, engineering, consumer and corporate financing,
sales and marketing, distribution and manufacturing. Nissan is
dedicated to improving the environment under the Nissan Green
Program and has been recognized as an ENERGY STAR®
Partner of the Year in 2010, 2011, 2012 and 2013 by the U.S
Environmental Protection Agency. More information on Nissan in
North America and the complete
line of Nissan and Infiniti vehicles can be found online at
www.NissanUSA.com and www.InfinitiUSA.com, or visit the Americas
media sites NissanNews.com and InfinitiNews.com.
About Nissan
Nissan Motor Co., Ltd., Japan's second-largest automotive company, is
headquartered in Yokohama, Japan,
and is part of the Renault-Nissan Alliance. Operating with more
than 236,000 employees globally, Nissan sold more than 4.9 million
vehicles and generated revenue of 9.6
trillion yen (USD 116.16
billion) in fiscal 2012. Nissan delivers a comprehensive
range of over 60 models under the Nissan and Infiniti brands. In
2010, Nissan introduced the Nissan LEAF, and continues to lead in
zero-emission mobility. The LEAF, the first mass-market,
pure-electric vehicle launched globally, is now the best-selling EV
in history.
For more information on our products, services and commitment to
sustainable mobility, visit our website at
http://www.nissan-global.com/EN/.
Contact
Josh Clifton
Nissan North America
615-725-1767
josh.clifton@nissan-usa.com
www.NissanNews.com
Video - http://youtu.be/zCgibrhQvSw
Photo - http://photos.prnewswire.com/prnh/20140502/83559
Logo -
http://photos.prnewswire.com/prnh/20080506/NISSANBADGELOGO
SOURCE Nissan North America