Ride of Your Life Campaign
If given the opportunity, who wouldn’t jump at the chance to drive a real race car around a closed race track like the Atlanta Motor Speedway? Well, that’s what happened to some folks out in California not too long ago when they were told that they had won a chance to ride in Nissan’s “most advanced Altima racecar.” What these lucky folks didn’t know however, was that the racecars they were driving in were actually the same production Altima sedans that they could buy from a dealership.
Here at Nissan of Athens, we know how great the new 2014 Nissan Altima sedan performs, but Nissan has decided it would be a good idea to let more people in on the secret. The new marketing campaign that Nissan developed is called “Ride of Your Life” and is designed to showcase the racing DNA that is a part of every new Nissan Altima.
Staging a Racecar Event
In order to create the environment and feel of a real racecar experience, the marketing team at Nissan enlisted the help of Hollywood professionals. Led by a production designer and director with credits on movies like “Transformers” and “Spiderman,” the participants were told that the cars they were about to drive in were performance racecar versions of Altima’s sedan. They were given racing lessons and were then turned loose on the Horse Thief Mile track at Los Angeles’ Willow Springs Raceway.
The cars themselves had been decorated in racing stripes and colors, with decals and insignia that created an authentic feel. Inside, the cars were made to look like they had been driven as racecars, and not come straight from the showroom floor. It’s very clear from the film footage that the participants stepped into the cars with the full belief that they were “racecars.”
The Reactions
When you see the finished film showing the participants after they’ve completed a few laps around the track, it’s obvious that they were blown away. Comments like, “This is crazy” and “I never thought a four-door car could perform like that” were common. It was only after the cars were stripped of their racing colors that these folks were told they were production Altima sedans and not specially design racecars. And that’s when the real amazement was apparent.
According to the marketing team, “There’s no better way to market our cars than by highlighting the incredible performance that pulsates within the Altima each and every time it is driven.” Apparently that was the experience of the participants as well.
The 2014 Nissan Altima
Here at Nissan of Athens, we’re very aware of how incredible the new Altima is. It comes with either a 2.5-liter 4-cylinder engine or a powerful 3.5-liter V-6 that delivers 270 horsepower. Both are matched with a continuously variable transmission (CVT) that delivers smooth and steady acceleration across the entire range of power. In addition, both engines offer some of the best fuel economy of any car in the category.
The 2014 Nissan Altima is truly a car designed for drivers and passengers. It is as comfortable as any luxury sedan, and drives as well as any performance sedan – all for an incredible low price. These are cars built for Northeast Georgia drivers, whether you’re from here in Athens, Jefferson, Winder, Loganville, of anywhere in the greater Atlanta area. Come in to see us at Nissan of Athens and find out for yourself just how great the new 2014 Altima is.
Written By: Chris Cooper
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