The Japanese automotive brand has unveiled a brand new European music initiative as an extension of its recent UK-based music activity promoting the Nissan Juke.
The campaign will see a number of burgeoning European music acts - such as France’s Pony Pony Run Run (pictured), Spain's The Pinker Tones, German group Bakkushan, and Italian DJ duo The Visitors Attak, battling it out for public votes as they take on a series of challenges.
Each act has been given a shiny new Nissan Juke and will be required to complete a series of tasks, including performing live at fan’s houses, staging flash mobs and making a music video.
Fans will vote for the ultimate winning act based on a series of online profiles, interviews and a number of especially created 10-minute video episodes, which will broadcast on the Nissan Juke Rocks YouTube channel. The overall winning act will play a unique live gig in their hometown.
The campaign, which is designed to activate the Juke in various European territories, kicks off on 8th March. It comes hot on the heels of the recent collaborative music creation project ‘Behind The Hit,’ in conjunction with electro act La Roux, (who also performed live during the Gig In a Box’ event staged by the brand in 2010).
The prospect of flash mobs makes us slightly nervous, but we're intrigued to see how the Juke will be interwoven into the various music tasks. Will it be massively unsubtle - along the lines of Ford's infomercial style 'art meets music' promotion in American Idol last year - or will the Nissan take a back seat and let the band and their fans take centre stage?