Partners Gameloft to give Asphalt 7: Heat players an exclusive chance to get fast and furious – without risk of liability.
Gameloft's mobile racing game franchise, Asphalt, has been downloaded more than 50 million times across Android and iOS devices, and the impressive following has caught the eye of Nissan.
The car maker has announced a partnership with the games publisher, which will see the new Juke Nismo – from the Nissan Motorsport vehicle line – debut on Asphalt 7: Heat ahead of a real-world release.
This marks the first time Nissan has unveiled a car via a digital platform before it hits physical showrooms, offering players of the game the chance to put the car through its paces without risk of becoming embroiled in a high speed police chase.
Further pushing the mobile marketing, the game also features an exclusive Tokyo-based Nissan race track which passes the company's factory.
Gareth Dunsmore, marketing communications GM, Nissan in Europe, said: "With many of the car’s features inspired by today’s digital and gaming technologies, we wanted to launch it to consumers in an all-new, innovative way that reflects its core values.
"Putting it into the world of Aspahlt 7: Heat, the world’s best-selling mobile driving game, and allowing players to take it for a virtual spin, gives us that opportunity. Smartphones and tablets are increasingly dominating consumers’ time and attention, so this launch strategy lets us reach out directly to driving and racing fans across Europe in a way that perfectly suits today’s digital age."
The ten fastest drivers will have the chance to win a VIP trip to Barcelona to drive the Juke Nismo for real – register details via www.facebook.com/Gameloft.
Check out the teaser trailer of the Nismo's Asphalt debut below.