During the recent boom in peer-to-peer networks like YouTube & MySpace, we dared to launch the redesigned Nissan Sentra in a different way. Instead of simply touting the Sentra, we shared it using peer-to-peer techniques. Our chosen peer, Marc Horowitz, completed the ultimate test drive, actually living in the Sentra for 7 days straight, cameras rolling all 168 hours. “7 Days in a Sentra” connected with our target through TV, Marc’s blog and MySpace, print, outdoor, YouTube, online advertising, interactive mobile billboards and Second Life. Using Marc’s persona, we introduced millions to the Sentra in an authentic, peer-to-peer way.

Pre-launch online ads first teased the idea that, “You could pretty much live out of your Sentra”. A month later, print and outdoor introduced Marc and got consumers asking, “Who is this guy and why is he living in his car?” To answer the question we launched Marc’s blog, where his story was revealed, and real engagement began. National TV, YouTube videos and on-line advertising helped generate mass buzz, while consumers connected with the campaign more intimately via Marc’s MySpace page and Sentra Island in Second Life. Finally, we brought people across America face-to-face with Marc through our interactive mobile billboards.