Trends and Profile NEWS

Marketers selling cars as ‘mobile experiences.”

By Jeff Bressler for CEOWORLD Magazine Updated:July 16, 2009

The days of buying a vehicle for power and style alone are dead. Younger buyers are looking at their purchases as mobile experiences which match electronic amenities, sound systems, interior look and feel and overall style and performance, all equally judged in the same package.

Both Nissan and Kia are stepping away from the traditional marketing and advertising models in promoting their new Cube and Soul models.
Nissan has launched a mobile marketing campaign for their Cube that incorporates Cube-themed iPhone apps, games, videos and ringtones to prove just how hip it is to drive a square looking car.

Nissan is hoping that their new mobile site will convince potential buyers that the boxy subcompact is just as essential to the mobile lifestyle as text messages, Twitter and Facebook. Nissan envision owners using their Cubes as one of their essential mobile devices, connecting with friends, sharing music and sharing fun.

Nissan says the Cube features a “socially oriented lounge-style interior.” Kia is pushing the same message with the Soul

The iPhone app, “Cube Party Roundup,” is scheduled to go live on June 15 and will be available for play in single-player and multi-player modes for up to eight friends.

The mission-based driving app sends the player around a city picking up friends, ice, music and other items before a party.
Additional levels allow the player to pick up dates, go to concerts and other activities, all the while navigating around various obstacles to complete the mission.

A Facebook version of “Cube Party Roundup,” where users will be able to share their progress with friends, will go live in early July.

Usablenet powers Nissan’s main site, where customers can research information on the new cube, read product reviews, locate local Nissan dealers and order custom Cube t-shirts.

According to Usablenet this campaign marks a shift in how car companies are marketing their cars, targeting the digital and mobile generation.
Nissan first went mobile in March, providing customers with the ability to view car information while on the go.

The carmaker teamed up with Usablenet then as well to create its mobile site that lets customers view car information and image galleries, request quotes and locate dealers through any Web-enabled mobile device.

This isn’t the first time that Usablenet has partnered with a carmaker.

Kia Motors America launched a mobile Web site back in November to introduce the new Kia Soul at the Los Angeles Auto Show.

My feeling is that perhaps too much hype is being placed on features and not enough on driving. When you invest a lot of hard earned money in a vehicle and have to make payments for three or four years, basic transportation is the first thing that comes to my mind.

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