Nissan is driving its fans to distraction — literally.
The Japanese automaker has come out with a car-friendly card game as a part of its latest push for the 2016 Altima. Created by TBWA\Chiat\Day LA, the game is a mashup of popular millennial games including Truth or Dare and Cards Against Humanity.
Called “Altimatums,” the game has a deck of 100 cards with a range of prompts that attempt to bring some spontaneity to driving (and can be played in any make of car). It starts with the driver drawing a card from the “Destinations” deck, which can lead the group to anywhere from the nearest drive-thru to a public park.
The rest of the passengers then take turns to pick a card each from the “Altimatums” deck, performing the tasks on the cards — such as “Follow the next red car you see for 5 miles” or “Dashboard drum solo!”
“Our aim was to make the new Altima stand out in a category that is a little bit ho-hum,” said Rob Robinson, senior manager of social media marketing at Nissan North America. “What better way to do that then translate a fun, everyday idea that our audience can relate to?”
Nissan has been distributing the decks to fans via social, and there is also a PDF version available for fans to print and play. The game is part of Nissan’s broader social campaign called #SoNotMeh, through which it has been celebrating Altima drivers and their extraordinary everyday experiences by tagging bits of interesting and inspiring content across its social channels with the hashtag #SoNotMeh.
“‘Meh’ has become such an overused term in Internet slang that we wanted to turn it around and use ‘#SoNotMeh’ to spotlight all the things that are unusual and inspiring,” said Robinson.
— Nissan (@NissanUSA) January 21, 2016
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This week, Nissan is also ramping up the campaign by roping in influencers to create some customized content around the car. This includes Youtube social influencer couples like Tiff & Case and Josh & Colleen Evans, who will be showing viewers how to be #SoNotMeh through their own daily adventures in the new 2016 Altima, sharing them across Facebook, Twitter, YouTube and Instagram.
“Millennials are definitely a key target segment and we want to make sure they are aware that this is a brand new car and is dramatically different from what it was before,” said Robinson.