Research said it: American youth just weren't into cars anymore. Tech devices had become their generation's status symbols—especially the new iPhone. Not a great time for Nissan to bring the quirky Cube to American markets. So we cheekily recast our car as the latest "mobile device" and marketed as such.
Tech devices are known for their teaser stunts. Dropping mysterious cubes into urban hangouts was our answer.
The tease continued online.
Finally, we revealed the car, and a campaign that recast tech vocabulary in real world terms.
A social stunt for a social car: the Cube starred in the world's first cooperative multiplayer iPhone game. Players raced their custom cube as it passed from one friend's phone to the next.