NISSAN TAKES PATHFINDER (THE CAR) FOR A SPIN ONLINE

By Published on .

Pathfinder, meet Pathfinder.

Eight months after Time Warner introduced its Pathfinder World Wide Web service, Nissan's sport-utility vehicle is trekking online.

The Pathfinder automobile Web site, opening later this week (http://www.nissanmotors.com/pathfinder), is Nissan Motor Corp. USA's first venture on the Web. In an effort to distinguish itself from the dime-a-dozen marketer Web sites, Nissan hopes to make the Pathfinder home page a central resource for outdoor activities.

The site, done in dark camouflage colors, carries a similar look to Pathfinder's print campaign. The Nissan name is intentionally de-emphasized, with minimal copy about the Pathfinder, a dealer locator and a brochure request form.

Both the Web site and the ad campaign were created by Nissan agency Chiat/Day, Venice, Calif.

`We thought that marrying this print campaign with the Web site would be a great idea," said Neal Nakama, cross car line planner in Nissan's marketing department.

While it's unusual for an auto marketer to have a Web site for a specific model, the new site is consistent with Nissan's drive to present Pathfinder as an integral part of a potential buyer's outdoor lifestyle.

Visitors to the site can choose among water sports like scuba diving, sea kayaking and surfing. Each area provides information about the best spots for the activities, plus hyperlinks to other Internet resources on water sports.

The outdoors information on the Pathfinder Web site will change periodically.

There is no way to e-mail Nissan, but a spokesman said the auto marketer is working on ways to get feedback.

As for the Pathfinder name? Mr. Nakama said it's "an interesting coincidence" that Time Warner's popular Web site is also called Pathfinder.

In this article:
Most Popular