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To launch the Cube – a Japanese icon – in Europe, Nissan needed a radical strategy to build buzz. Avoiding media predictability, Nissan instead invited social influencers to infuse the car with cult status through word of mouth. It created an exclusive, high profile club – the Cube List.
Cubelist.com united a subculture of cube-thusiasts, sparking desire throughout Europe’s most progressive cities. Trendsetters in design, media and the arts could test drive and pre-order the car, attend private happenings, experience the car through a 24/7 video feed and chat with drivers on Cubelist.com.
“Are you on the List?”