Nissan Brings Back Ride of Your Life
Last year, Nissan released the “Ride of Your Life” campaign that offered a unique look at the impressive performance capabilities of the brand’s all-new Altima. In the spot, participants were told that they would be going for a ride in the new Nissan racecar and climbed in for an exciting trip around the track. When the ride was over, they were then surprised to see the outer camouflage on the vehicle removed revealing that this was a production model sedan.
This year, Nissan has brought the “Rise of Your life” campaign back again, but this time they have stepped things up a notch. For this year, the brand set up an elaborate display at a local shopping mall. The display was a large box with digital messages on the side instructing them to press the button in front to enter the Ride of their Life. Many people stepped up to the button and while many were denied, a handful of luck participants were given the greenlight. The selected participants then saw the boxes outside digital camouflage fade away revealing an Altima and a professional driver. Then then entered the car and were driven to a race track where they proceeded to take the ride of their life.
"Consumer response to last year's campaign was so strong, we just had to play it again, even bigger and better," said Jeremy Tucker, vice president, Marketing Communications and Media, Nissan North America. "You can see the excitement on the participants' faces when the Altima is revealed at the mall, and especially after their track ride-and-drive experience – reinforcing our belief that Altima is no ordinary mid-size sedan."
Check out the video above to see how Nissan worked to think outside the box for the newest Altima Ride of Your Life!