Today Nissan announced the first new car roll-out to take full advantage of the digital age. The Nissan cube is billed as a fuel-efficient car with a 'lounge-style' interior and an MSRP of $13,990. But, what we're all interested in over here is Nissan's new "cube Mobile Hub", a sort of interactive information center for all cube owners.
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"We envision owners using their cubes as one of their essential mobile devices, connecting with friends, sharing music and sharing fun. It's a natural extension to have our marketing be just as involving - giving owners and prospective buyers alike a variety of ways to interact with and learn more about this unique new vehicle." said Christian Meunier, Nissan's marketing VP.
The Mobile Hub will contain a variety of downloadable goodies, like music and ringtones, as well as information about the Nissan cube and information on where to find a dealer. Nissan has very wisely enlisted the help of Apple in marketing their car. On June 15th iPhone users will be able to download the "cube party roundup" app, which sounds like a cross between Mario Party and a driving game.
The new app will have single and multiplayer modes, and the primary goal of the game will be to drive around a virtual city collecting people and items before a party. There will be other levels with different objectives as well, and Nissan is also launching a version of the game on Facebook to reach out to an even wider demographic.
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It's good to see an automotive manufacturer really take advantage of all the marketing opportunities that are available right now. I can tell you right now that Nissan's goal here is to get people to view the cube as an ultra-modern social status symbol, much like the iPhone is viewed now. If they succeed, then we'll be seeing a lot more roll-outs like this in the coming years.