What better partner for a location-based service than a car company? That’s the thinking behind a new promotion for the Nissan Juke with SCVNGR, which challenges consumers to “Juke the City” in various U.S. cities for the chance to win the car.
The effort, which kicked off on January 3, takes place in Chicago, New York, Los Angeles and San Francisco. Residents of those cities who complete challenges at select places with SCVNGR Rewards are entered into a drawing. Such challenges include “Juke Box,” in which consumers can earn three points by scanning records in a jukebox and picking a favorite on a driving playlist and “Try Everything,” which awards three points for snapping a photo of tapas-style plates at participating restaurants.
The deal is the latest in a string of marketing tie-ins for SCVNGR, which most recently launched a New Year’s Eve program with American Eagle and a Black Friday-themed promotion with Coca-Cola. (SCVNGR alsoclosed $15 million in funding today.)
Nissan’s Juke, “mini-crossover,” starts at $18,960, a price that puts it in the range of Gen Y consumers. Todd Turner, president of consultancy Car Concepts, says that Juke is Nissan’s latest bid to capture that market and the model’s design (pictured) was “intentionally controversial” because the brand is trying to keep older consumers away. The company tried for a similar effect with the Cube, which, like Toyota’s Scion brand, had a higher median age range for buyers than was desired.
Though a location-based effort like this one with SCVNGR is likely to appeal to a younger consumer, Turner says that the promo is “risky business” because parents are increasingly wary about having their children broadcast their whereabouts. “We see more and more warnings indicating that this might not be a safe thing to do,” says Turner of location-based marketing promotions. “I think this fad will be short-lived.”
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