The Detour

An interactive adventure that gives prospective car buyers a virtual thrill

See the full experience

By: Critical Mass Inc. , Unit9 Inc. , Digital Domain Inc. , Google

Brand: Nissan North America

The Story

Today's new car buyers increasingly spend time researching online, but nothing quite compares to getting behind the wheel for a test drive. To bridge this gap and introduce the new Nissan Rogue compact crossover, we created The Detour, an interactive adventure that virtually puts you behind the wheel. And to make the experience more personal, we shot the Rogue on your street. (Kind of.)

  • Image of campaign
  • Image of campaign

We couldn't shoot the car on every road in every city of every state, so we turned to Google Maps. No props, no lighting, no grips, no crew; we created a completely custom environment. Users enter a starting and ending destination, and Nissan plots your route and takes you on a thrilling ride with a killer score by M.I.A.

The Technology

The Results

This interactive web film lets people experience the excitement of the Nissan Rogue. Hundreds of thousands of people have taken this in-browser test drive and half of all visitors have continued to engage with the site to learn more about the Rogue. Those who take The Detour spend 25% more time learning about the car than those who don’t.

  • 22,924

    Virtual test drives in the first two weeks

  • Car routes

  • 1

    Amazing car

Launch Date Jan. 30, 2014

The Team

  • Critical Mass Inc.
    • Chrissie Graboski
      Group Planning Director
    • Steve Savic
      Group Creative Director
    • Jordon Mowbray
      Creative Director
    • Scott Ingalls
      Technology Director
    • Matt Ciampa
      Account Director
  • Unit9 Inc.
    • Digital Domain Inc.
      • Chris Almerico
        VFX Producer
      • Richard Morton
        Senior Visual Effects Supervisor
      • Tiffani Manabat
        Senior Commercials Producer
    • Google
      • Aldis Ozolins
        Design Consultant/Art Director
      • Dave Riegler
        Creative Technologist
      • John Fundingsland
        Agency Lead
      • Olivier Rabenschlag
        Creative Director
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