The introduction of the new Nissan Rogue model on Amazon featured a redesign of the automotive detail page, the first of its kind to feature large-format imagery spanning the width of the hero section. This allowed the higher-quality assets to be showcased in a more effective way, and communicated the premium nature of this promotion.
A big launch called for a big stunt. Amazon had recently introduced the Amazon Locker as a way for customers in major cities to receive their packages at convenient locations such as stores and parking garages. This event involved the creation of a giant locker, large enough to conceal a vehicle inside. Throughout the day, people were invited to participate in a contest through social media, and everyone who showed up received a prize. One lucky winner got to drive away in a brand new Nissan Rogue.