Smart-Tech: KILLING MACHINES!!!

Whilst this blog has focused on ways digital marketing is broadening the televisual experience, this week I will venture out into new territories. This is because I have just come across a new device brought out by our good friends from last blog entry: Nissan.

http://www.zdnet.com

Smart watches and wearable technology is taking the gadget and digital marketing worlds by storm. Nissan has just released its version of a smart watch called the ‘Nissan Nismo’. It is the first of its kind and something from out of a James Bond movie! However to me, Nismo could be the villain in a Bond flick rather than the dashing hero that Bond is.

The reason I believe this device is more foe than friend is because it’s an example of technology gone too far. The Nismo does the following:

• Connects to the car using a smartphone app as a Bluetooth Smart device
• Accesses vehicle telematics and performance data
• Captures biometric data via a heart-rate monitor
• Monitors the efficiency of the car with average speed and fuel-consumption readings
• Gets tailored car messages from Nissan

I’m sorry… but aren’t I supposed to be …driving … whilst in the car? How on Earth am I supposed to capture biometric data whilst driving without running into the back of the person in front of me? Last time I checked it was illegal to touch your phone whilst driving in Australia. How is reading efficiency outputs and telematics any less distracting than touching a phone? To the best of my knowledge, there is no real difference between the Nissan Nismo and my iPhone being sticky taped to my watch!

Now I’m not for creating legislation for every little thing that might cause a few incidents here or there, however we need to ask ourselves: with the increase in tech-innovation and tech-implementation, how much are these devices really helping us?

Yes I know that Nismo was created for Nissan Performance Vehicles, how long can it be until technology like this exists for our everyday cars. If you ask me, technology like this is more likely to hinder our lives than help. It frightens me to think of what effect these technologies will have on road tolls. Whilst I know this little blog post may not be enough to take down the smart-tech villain, hopefully it will start people thinking about the ways in which technology is becoming integrated into every facet of our lives and whether you would prefer to live in a time of more simplicity.

Hot Chicks, Fast Cars

Sexy. Elegant. Stylish… Words one might describe a super model with. However I was of course referring the newest range of Nissan cars. Yes one might usually look at a car and describe the horsepower, suspension and whatever else petrol-heads discuss in their free time, however due to Nissan’s partnership with the FOX8 show Australia’s Next Top Model, one could be forgiven for comparing cars and beautiful women.

Nissan, being a major sponsor of the Top Model, is cleverly using the “aesthetics” of the show to give viewers and customers something to associate its brand with.

Pretty girls = Pretty cars

(And hopefully not for Nissan)

Silly girls = Silly cars

So how have they been successful in achieving the former equation? Well on the show’s website http://www.fox8.tv/shows/australias-next-top-model it is possible to interact with the brand and show in two innovative ways.

Firstly, Nissan is emulating the show by pitting the different car ‘models’ against each other. Online, viewers and potential customers can vote for their favourite Nissan car for the chance to win it. They can see pictures and stats on the cars and really judge them as if one of the judges on the show. It’s a great way to engage viewers with information on the vehicles as well as gather valuable information on consumer preferences.

The second way that Nissan and Top Model use online marketing to increase exposure and engagement is by offering a ‘Car Cam’ on the website. This is behind-the-scenes footage of the models travelling inside the Nissan cars on the show. This engages the consumer by making them feel like they are on the show and getting to know their favourite models in more detail. Whilst doing this Nissan gets great exposure and the occasional model chat about the car. Below is a sample of Car Cam (keep your eyes open at 1:50).

I believe that this eMarketing campaign is a great way for a brand like Nissan (who doesn’t really have a very strong brand in my opinion) to redefine itself as something cool, sexy and young. However I believe that if they really want to pull off this campaign they would need to actually make sexy cars! I don’t believe that there is anyone out there that is as ugly as the Nissan Micra, and that’s coming from someone with a ginger beard!

Let me know what you think about Nissan’s relationship with Australia’s Next Top Model. Also do you think there is a car out there that is uglier than the Nissan Micra?