Nissan has today rolled out “The Detour,” a virtual driving adventure created with Critical Mass to allow drivers to try out the 2014 Nissan Rogue compact SUV.
Optimised for desktops, tablets and smartphones, the virtual test drivers begin by entering their point of origin and destination address or using their current location from the browser settings.
“Recent studies show that new car buyers today spend nearly twice as much time researching their purchases online than at dealerships – more clicking than kicking the tires, so to speak. So why not bring the two together with an informative and enjoyable test drive in buyers’ own neighbourhoods?” said Jon Brancheau, vice president, Nissan marketing communications & media, Nissan North America, Inc.
“The new Rogue is off to an amazing start since it was introduced last fall and we expect The Detour to direct a lot of traffic from the website straight to local Nissan dealerships.”
At the end of each drive, users can find their local dealership and schedule a test drive, download the MIA soundtrack YALA on NissanUSA.com, or invite people to try it out by sharing the site and using the hashtag #TakeTheDetour.
Critical Mass executive creative director Steve Savic added: “Since driving the new Nissan Rogue is so exciting, we put people in the action by allowing them to take a drive on their very own street. But we couldn't shoot the car on every road in the world, so we turned to Google Street View to gives us our set. Working on ‘The Detour’ was like creating an action scene on the most unconventional location ever.”
The campaign is set to be promoted through online activity, including homepage takeovers on MSN and Yahoo and promotion on Nissan’s social media channels.