Nissan Pathfinder has seven seats and 64 configurations. The challenge was to demonstrate class-leading seating to the consumer without a showroom visit.A microsite www.whatisyourfavouriteposition.com was advertised extensively in outdoor, ambient, direct, press and online mediums. Here curious visitors found a duel between Pathfinder and Rubberboy; the world’s most flexible human being. The site allowed visitors to configure the SUV’s interior in different positions and then challenge Rubberboy to match it. Eventually Pathfinder wins and Rubberboy mails himself back home in a box.Enquiries for the Pathfinder increased by 21% in the first month and 15% in consecutive months.