Nissan to host music-themed activation at Paris Motor Show

Nissan is marking the launch of the latest version of its Micra supermini with an immersive and interactive experience at the forthcoming Paris Motor Show.

Nissan Micra: promoting new model with experiential activity
Nissan Micra: promoting new model with experiential activity

Paris-based experiential marketing agency M Communication has commissioned technology provider Ionoco to devise the activation, which also marks the Japanese carmaker's new partnership with audio-equipment supplier Bose. 

The Micra BlindTest by Bose will invite visitors to the Paris Motor Show, which opens its doors tomorrow (1 October) to sit in one of three brand new Micras and answer a set of themed questions based on the music played to them through Bose speakers.

Meanwhile, an immersive in-car audio experience will showcase the new Bose features while the contestants play along. The first contestant to answer five questions correctly, will win.

Ionoco has installed cameras and buzzers in the cars and provided the graphics and game-control system that will then be broadcast on giant screens on the Nissan stand. It is also providing multiple synchronous timer clocks and LED screen feeds, along with bespoke game-show technology that will control the lighting cues, effects and play-out audio.

Simon Ingram, CEO for Ionoco, said: "With thousands of hours of live television experience under our belts, we know what makes a great game.  Applying our expertise to a branded interactive experience has been an extremely interesting process — but above all, it’s been fun. We’re confident that the visitors to the Paris Motor Show will have as much fun playing the Micra BlindTest challenge as we had designing it." 

The technical co-ordination for the Micra BlindTest was supplied by French audiovisual specialist Ledbox.

Nissan unveiled an experience centre in Tokyo last week - Nissan Crossing offers hands-on experiences and driving simulations. 

Citroën and SEAT are also activating at this year's Paris Motor Show. 

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