SUBMITTED BY Scooby
November 8, 2003 — Nissan has planted actors in some theaters showing The Matrix Revolutions to advertise a new car:
The brief in-person pitches feature actors scattered among the ticket-buying audience who stand and deliver lines that evoke the words spoken by poets at events known as slams or jams. Their performances are timed to accompany a commercial the audience sees on the movie screen, which begins without identifying the sponsor but concludes with the Nissan Altima logo.
The campaign by the Nissan North America division of Nissan Motor, intended to pique the curiosity of younger consumers about the Nissan Altima sedan, began yesterday in theaters operated by the Loews Cineplex Entertainment Corporation in seven large markets and is scheduled to continue through tomorrow.
The effort, by the Los Angeles office of an agency named True, is part of a larger initiative for the Altima carrying the theme "Who are you?" which is intended to appeal to a young, urban and multicultural swath of the public. It is part of a booming trend labeled underground or experiential advertising, which tries to promote word of mouth or buzz about brands.
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