Sunday, April 26, 2009
There are plenty of cool, creative people in Canada, but will they find out about Nissan’s Hypercube campaign?
Since it’s not easy selling cars these days, why not give away some excess inventory? But in the case of the Nissan Cube, I doubt Nissan will have much of a problem moving these quirky, stylish boxes on wheels and their latest campaign Hypercube is trying its best to bring several new buyers to the brand.
Nissan Canada is giving away 50 2009 Nissan Cubes to creative people. The top 500 have already been chosen and now the public is voting for their top 50 to receive a Cube.
The 500 are currently showing Canada how cool, fun, unique, different, creative, and interesting a person they are. There are a lot of musicians on the site, including a 2008 Scribble Jam Beatbox Champion. He has some very interesting beats showing his love of the Cube, but has some tough competition for the top spot.
Seems that if you want to win a popularity contest, it’s not about how creative you are; it’s more about how great you look in a bra. Yeah, that’s right the top spot goes to an attractive singer, Amelie Paul from Montreal. The good news is the winners are chosen, not by their ability to look great in lingerie; rather, “it’s a combination of votes from your peers and a panel of esteemed judges who make the final decision as to the 50 of you who walk away with a brand new cube.”
You can stay engaged with the Hypercubers by subscribing to their YouTube channel, Twitter account or Facebook. This is starting to become the norm with automotive brands who use everyday people to generate buzz for their product (see the Fiesta Movement for an example from Ford.)
The Hypercube.ca website is promoting the buzz being generated by having a live Twitter feed on their homepage, whenever “hypercube” is Tweeted. I’m also seeing a lot of the Hypercube contestants regularly talking about the campaign on Twitter, so it is getting out to their social network and probably creating some nice buzz for Nissan through their friend’s participation in the contest.
Giving away 50 cars certainly gets people’s interest, whether the losers turn into buyers is a whole other thing. Regardless, it looks like a well-executed contest and is certainly building awareness with the Cube’s aspirational target -- young creative types.