Nissan Pathfinder: Kinect Experience

Amanda Levy
Critical Mass

Campaign details

Brand owner: Nissan
Agency: Critical Mass
Brand: Nissan Pathfinder
Country: United States
Industry: Automakers and marques, SUVs, 4x4s
Media budget (USD):
Channels used: Events and experiential, Other and ambient media

Executive summary

For 2013 Nissan, the car maker, redesigned its off-roader vehicle, the Pathfinder. However, whilst the car maker had a presence lined up at high profile US industry events and a lot of product news to communicate, there were no actual examples of the car available for the trade shows. This case study describes how the brand owner and its agencies used Microsoft's Kinnect for Windows technology, which was developed for gamers, to bring the experience of the new Pathfinder to life for an audience of influencers and US consumers. This feature allowed potential buyers to feel as if they were inspecting the vehicle at close hand. As evidence of its success, it cites customer reactions, earned media coverage and praise by Microsoft.

Campaign background