Nissan Motor Co. will deliver three of its new Versa Note hatchbacks in a box from Amazon.com in the next few days – a short-lived gimmick that is part of a larger promotion for the hatchback via the Web site. Nissan started selling the Versa Note this summer without doing a major national ad campaign, and is now giving $1,000 Amazon.com gift cards to the first 100 customers who purchase the car through an Amazon.com link to a Nissan dealer.
However, only three of those 100 buyers will receive their Notes packaged in giant Amazon.com boxes. Customers will receive a notification from the carmaker that their Notes are being delivered by Amazon.
Vinay Shahani, Nissan's director of marketing communications and media, remarked that they are trying “some new ideas," saying that the promotion is an experiment. He remarked that it is a way to “dip [their] toes into the idea of co-branding to build a buzz."
According to Shahani, Amazon.com customers can shop for a Note online and browse at a product page about the hatchback while viewing any product on the site. Customers seeking for more information about the Versa Note are directed to a Nissan factory Web site, where they will be connected to a dealership. Nissan will present the gift cards after confirming that the customer has taken delivery of the Note.
Aside from the Amazon partnership, Nissan is also venturing into other marketing approaches. For instance, through the music video Web site VEVO, the Note will be featured in music videos that the Japanese carmaker is producing for three emerging artists. Nissan has also managed to be the exclusive carmaker to advertise on Apple’s new iTunes Radio service.