Nissan goes viral for GT-R with The Black Mask Project
True viral marketing just happens on its own and takes off from there, but big companies, automakers in particular, will pay agencies millions of dollars for an ad campaign that looks and feels viral, however is anything but. Take Nissan's new "viral" campaign for the GT-R that's scheduled to be unveiled soon at the 2007 Tokyo Motor Show. The campaign, called The Black Mask Project, is an obvious riff on the black covering that has masked the GT-R's nose in so many spy shots as of late. Of course, there's a website that is equal parts over-produced and confusing. It basically hosts video snippets of "masked" GT-Rs being hauled down busy streets behind large trucks and accompanied by an army of Black Mask agents on foot wearing dark suits and, well, black masks.
Here's an idea that would save Nissan untold millions in marketing money and produce the same effect. Go to GoDaddy.com and buy the domain name "nissangtrvideos.com" (it's available, we checked), then pay a 17-year-old kid who has never heard the term "flash animation" about $500 (or a Playstation 3) to design a website that displays YouTube videos of the Nissan GT-R driving around the Nurburgring with that silly mask on. Seriously, it's traffic gold. Trust us.
One last thing, Nissan. If you think it's necessary to include a disclaimer that says "BLACK-MASK has no relationship whatsoever with terrorism, violence, unlawful activities or religious affiliations," then perhaps you should rethink your viral strategy.
Thanks to all who sent tips.
[Source: black-mask.org]
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Reader Comments (Page 1 of 1)
AlexP 3:43PM (10/11/2007)
*sigh*
... seriously.
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nissanfreak87 3:55PM (10/11/2007)
Nissan's starting to scare me, first a robotic monkey head, and now this?
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Will 3:55PM (10/11/2007)
Major automakers really seem to have trouble grasping the concept of good viral marketing to enthusiasts. Same thing with the "Legend" video ads Subaru made for the '08 WRX and posted online.
All we really want is to see fast cars doing awesome things in the real world. Ever see Claude Lelouch's "Rendezvous" or the tribute to it Nissan made when the 350Z came out? Now THAT is good car footage, son.
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Will 4:00PM (10/11/2007)
p.s. It's called "The Run" and it's here:
http://youtube.com/watch?v=pj4tEF5jvmk&mode=related&search=
Enjoy.
Merritt Johnson 4:15PM (10/11/2007)
I'm sure this idea was spawned by Nissan's ad agency Chiat\Day. I can think of better viral marketing for the GT-R though, all it would cost Nissan is one free GT-R.
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Allan 4:15PM (10/11/2007)
I wonder how long after this posting that the domain mentioned is still actually available.
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M 4:33PM (10/11/2007)
already registered by some idiot in arizona
Aki 5:57PM (10/11/2007)
What a horrid "viral" campaign. There's nothing viral about it. Just plain sucks.
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Bryan 11:34PM (10/11/2007)
It's Nissan did you expect anything good anyways?
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Grain 8:46AM (10/12/2007)
Ladies and Gentlemen, I present BRYAN, the biggest Nissan hater around. He likes Ford's. He admires modern and cutting edge engineering technology. He loves dem fords. What a winner.
Menice 9:55AM (10/12/2007)
man that was stupid. what a waste of money....would prefer a standard commercial showing the car.
oh yea, Hi Bryan Ford.
nissan>ford
Reply