The Drum Awards for Marketing - Entry Deadline

-d -h -min -sec

Nissan Google Drum News

Nissan allows drivers to take virtual test drive through Google Street View


By Ishbel Macleod | PR and social media consultant

February 4, 2014 | 2 min read

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, 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.

Nissan Google Drum News

Content created with:

Critical Mass

In a complex and fast-moving world, Critical Mass designs unparalleled brand experiences that connect with people. We were established in Calgary back in 1996, and since then we’ve helped global clients like Apple, Nike, Diageo, and BMW (and hundreds more over the years) reimagine digital and do what no one else in their category can do. Today, we’re over 1,400 digitally obsessed employees in 12 offices, across Europe, Asia, and North America—with a major, full-service hub in London.

What makes us different? We truly understand every part of our clients' digital ecosystems, and we deliver success by making data, creativity, and technology more connected, more efficient, and more powerful. Of course, digital never stands still, but neither do we. We help brands seize opportunities so that their customers get a better experience and a more seamless, dynamic, and personalised experience everywhere they go.

We’re also proud to be part of Omnicom, one of the largest holding companies for global advertising, marketing, digital, and communications services firms (serving more than 5,000 clients in over 100 countries).

No matter how much digital changes, one thing will always stay the same—who we are. We’re a transparent, honest, values-driven, passionate partner with a can-do attitude that our clients notice and appreciate.

We’re Critical Mass, but our friends call us CM. Please call us CM.

Find out more

More from Nissan

View all


Industry insights

View all
Add your own content +