Hot Maximas Melting NY and LA

Nissan Motor Corp., USA is positioning its 2005 Maximas in live street scenes that will create an effect of an urban meltdown, causing nearby objects such as street lamps, trash cans and parking meters to appear to melt and droop.

The company said the Maximas will appear at prime locations in New York and Los Angeles, positioned beneath backdrops of large print ads that portray a burned, charred effect caused by the "hot" Maxima. In New York, heaters and glowing lights will be placed around the vehicles to enhance the ultra sensory effect.

Over the next two weeks, the street scenes will show up spontaneously and then move to another location after a period of three days.

"Nissan hopes to reach beyond traditional marketing with this unique integrated campaign," said Fred Suckow, director of Nissan marketing, in a statement. "With the Maxima street scenes, consumers are engaged through all their senses. Not only will the scenes grab the attention of onlookers in busy metro areas, but they will also bring to life the essence of Maxima and the 'Hotness' campaign."

Nissan's Playa del Rey, CA-based transcultural agency, True, designed creative for the campaign.

For more stories on event marketing