Bigge Blurbs

I asked Danny Burns, a marketing manager at Nissan Canada, why they decided to launch the car using social media only.

“When you look at the vehicle, it makes sense.” I took a second glance at the Cube. It looked like a minivan that was squished and gutted. I was reminded of those Suzuki microbuses in Latin America where they shove people in until no one can move their arms.

“It doesn’t make sense to me,” I replied.

He explained that it’s not a car for the masses, and so it would not work with a mass media campaign. Nissan wants to lure younger buyers, so reaching them on social media made sense.