Virtual Debut before the real one
Nissan’s all-new 370Z will hit desktops before dealerships thanks to Nissan’s partnership with Electronic Arts, which will place the new car in Need for Speed Undercover on Nov. 18.
While automotive enthusiasts drool over Nissan’s unveiling of its new 370Z, the successor to the venerable and popular 350Z, Electronic Arts has found its own way to cash in on the car’s significant momentum: offering digital test drives eight weeks before it shows up at real dealerships. The company announced on Wednesday that the 370Z would debut in Need for Speed Undercover when it launches on Nov. 18.
The digital debut is part of an exceptionally cozy association between EA and the Japanese automaker. “Our relationship with EA has been instrumental in bringing the Nissan brand to a passionate and unique audience,” said Nissan’s vice president of marketing, Christian Meunier, in a statement. “By launching the all-new 2009 Nissan Z first through Need for Speed Undercover, we also gain the spirit and energy that EA gamers experience so strongly.”
Gearheads looking to get a glimpse at the real steel 370Z won’t even get a chance until a day after the game’s release, when it shows up at Los Angeles Auto Show on Nov. 19. They won’t be able to get behind the wheel until early 2009, when it will begin cropping up at dealerships.
I see this as a part of an increasingly growing trend where brands are reaching out to their passionate audiences through digital enablers.
What do you think…?