PHOTO

2006 Nissan Xterra Dares Adventurers to ``Show Us Your X''


New Marketing Campaign Calls For Enthusiasts' Creative Involvement

GARDENA, Calif.--Feb. 2, 2006--The name Xterra has always stood for one thing: getting out, doing stuff, and doing it big. It has become synonymous with the hardcore, authentic lifestyle of athletes, adventurers and extremists. Nissan North America (NNA), as part of its new marketing campaign for the 2006 Xterra, invites these enthusiasts to share with the world what "X" means to them. The equation "X=" is left open-ended for the adventurer to fill in with whatever he chooses. Whether it be that place, that vibe, that trick, that moment -- Nissan wants to know.

"Through the years, we've determined the Xterra mindset to stand for a certain extreme and adventurous lifestyle," said Fred Suckow, director of Nissan marketing. "In this campaign, we wanted to get personal and let people tell us what they think X stands for. What does Xterra really mean to those trailblazers out there who live and breathe their passions everyday?"

Television spots, print ads and street teams will invite consumers to visit http://ShowUsYourX.com, the central hub of the campaign where enthusiasts can log-on, download an "X=" sign, submit their own "X" photos, as well as learn more about the Xterra. Rather than simply presenting the brand to the consumer, Nissan has created an interactive online community where enthusiasts can participate by showing the athletic and confident lifestyle lived out in their own way. Photos capture a snowboarder mid-jump, a surfer's dog waiting for its owner on the beach, and a group of friends driving to the slopes. All of these picture moments include an "X=" sign.

The three television ads -- which will begin airing during the Super Bowl in spot buy markets -- show a kayaker jumping off an icy cliff into a river, a surfer getting tossed by fantastic waves and two snowboarders being helicopter-dropped onto a mountain and skating down through the fresh powder. Each different scene pauses mid-action to the click of a camera next to the graphic "X=" to illustrate how the Xterra's attributes are ever present in different "everyday" adventures. All three athletes drive off in 2006 Xterras -- the means by which they can realize their dreams -- with their gear stowed on top.

The print ads -- which will begin running in March publications that hit newsstands in February -- also show athletes finding and showing their "X" to the world. Whether it is in the snow, in the surf, or on a bike, the Xterra moments are recorded for all to see. The print ads can be found in publications such as Men's Fitness, National Geographic Adventure, Surfer and TransWorld Snowboarding. Online ads will also appear on several websites including BikeMag, SurferMag, CanoeKayak, PowderMag, Climbing, Fox Sports on MSN, MTV, MySpace.com and Sports Illustrated.

Street teams have already begun canvassing Xterra style events and distributing "X=" postcards that will drive traffic to the site and encourage consumer involvement. Events include the Action Sports Winter X Games, Nissan Aspen Open, AMA Supercross, NBA All Star Weekend, 2006 World Super Pipe Championship and the major auto shows.

"Nissan hopes to reach beyond traditional marketing with this unique, targeted campaign," said Suckow. "We hope to `grow the religion' through the passion of people who have their own idea of what Xterra means."

All creative for this campaign was designed by Nissan's advertising agency TBWA\Chiat\Day, located in Playa del Rey, California.

About the 2006 Nissan Xterra

When it was originally introduced in 1999, the Nissan Xterra stood out in a crowd of nearly 40 competitive sport utility vehicles with its rugged truck frame, purposeful styling and "everything you need, nothing you don't" adventure positioning. Since then, the competitive field of SUVs has grown to over 70 models. Yet one thing remains unchanged -- the Xterra still stands alone as a segment of one and has recently been named as Motor Trend's Sport Utility of the Year.

The enhancements for the all-new second generation Xterra, introduced in 2005, included more power, more roominess and more utility. The 2006 Xterra continues to offer excellent off-road performance, 265-horsepower 4.0-liter V6 and a rugged, fully boxed all-steel frame. A new entry-level X model is available in 2006 and the Power Package becomes standard on S models. In addition, all Xterra models add a standard glove box lock, lamp and damper, available satellite radio, and standard Vehicle Dynamic Control (VDC).

About Nissan

In North America, Nissan's operations include automotive styling, engineering, consumer and corporate financing, sales and marketing, distribution and manufacturing. More information on Nissan in North America and the complete line of Nissan and Infiniti vehicles can be found online at www.nissanusa.com or by contacting the corporate media line at 310-771-5631.

-->

Home | Buyers Guides By Make | New Car Buyers Guide | Used Car Super Search | Total New Car Costs | Car Reviews Truck Reviews
Automotive News | TACH-TV | Media Library | Discount Auto Parts

Copyright © 1996-2014 The Auto Channel. Contact Information, Credits, and Terms of Use. These following titles and media identification are Trademarks owned by The Auto Channel, LLC and have been in continuous use since 1987 : The Auto Channel, Auto Channel and TACH all have been in continuous use world wide since 1987, in Print, TV, Radio, Home Video, Newsletters, On-line, and other interactive media; all rights are reserved and infringement will be acted upon with force.

Privacy Statement | Size Does Matter | Media Kit | XML SITE MAP | Affiliates

Send your questions, comments, and suggestions to Editor-in-Chief@theautochannel.com.

Submit Company releases or Product News stories to submit@theautochannel.com.
Place copy in body of email, NO attachments please.

To report errors and other problems with this page, please use this form.

Link to this page: http://www.theautochannel.com/