Feb. 4, 2014
/PRNewswire/ -- Nissan today launched "The Detour," an exciting virtual driving adventure in support of the ongoing rollout of the all-new 2014 Nissan Rogue compact SUV. Available now at
, The Detour utilizes Google
Street View, Google
Maps and Google
Satellite API – along with Hollywood-style digital effects and a soundtrack from recording artist M.I.A. – to create a custom test drive experience starting from anywhere around the world.
"Recent studies show that new car buyers today spend nearly twice as much time researching their purchases online than at dealerships – more clicking than kicking the tires, so to speak. So why not bring the two together with an informative and enjoyable test drive in buyers' own neighborhoods?" said
, vice president, Nissan Marketing Communications & Media, Nissan North America, Inc. "The new Rogue is off to an amazing start since it was introduced last fall and we expect The Detour to direct a lot of traffic from the website straight to local Nissan dealerships."
The Detour was created by Critical Mass, Nissan's lead digital agency, and brings together software from Google
, the talents of Academy Award-winning director of photography
, digital production and creative technology from Unit9, and digital effects from Digital Domain/Mothership, an Academy Award-winning digital production company. Together, the partners solved the tricky technical challenges of rendering a photo-real vehicle in real-time as commuters travel their personalized routes and more. The virtual test drive's soundtrack, worthy of a blockbuster trailer, features M.I.A.'s new single "YALA," which is available for download on NissanUSA.com.
Critical Mass Executive Creative Director
explained, "Since driving the new Nissan Rogue is so exciting, we put people in the action by allowing them to take a drive on their very own street. But we couldn't shoot the car on every road in the world, so we turned to Google
Street View to gives us our set. Working on 'The Detour' was like creating an action scene on the most unconventional location ever."
Optimized for desktops, tablets and smartphones, the virtual test drivers start their cinematic action-adventure by entering their point of origin and destination address or using their current location from the browser settings.