INFINITI and Amazon Canada Team Up for Experiental and Digital Cobranded Program

Monday, 16 September 2019 12:14.PM

INFINITI recently announced its first ever Canadian cobranded program with Amazon Canada, which provides a new and innovative way for customers to interact with a brand they know and trust.

INFINITI’s cobranded program with Amazon Canada consists of two components – digital and experiential. The experiential portion will come to life at a custom INFINITI pop-up event at Yorkdale Shopping Centre in Toronto between September 13-22. This builds off a digital program launched on July 15th through an online activation on Amazon.ca that resulted in over 450 test drives at INFINITI retailers across Canada.

“Collaborating with Amazon Canada places INFINITI at the forefront of digital marketing innovation. Both activations of this program are centered around a careful curation of products on Amazon, which establishes a new sense of relatability to the INFINITI brand. It also provides an enhanced experience for customers to seamlessly and consistently engage with INFINITI both online and in-person,” says Adam Paterson, managing director of INFINITI Canada.

Digital activation

Up until October 31st, qualified Amazon customers are invited to register for a test-drive at their local INFINITI retailer. The test-drive opportunity provides qualified customers with a $50 gift card to shop on Amazon.ca while quantities last. The digital program ultimately provides a new and unique way for the automotive brand to connect with Amazon.ca customers.

Yorkdale Shopping Centre activation

The cobranded program also includes Amazon Canada’s first shoppable test-drive experience, which takes place at Yorkdale Shopping Centre from September 13-22. The custom pop-up will be the physical manifestation of the digital Amazon/INFINITI experience, resembling an upscale house that features both ‘smart’ and luxury products. The pop-up display will have an atmosphere embodying INFINITI’s new brand mantra, “Luxury Should Be Lived In”; celebrating the notion that luxury should be real, enjoyed and lived in. The pop-up will also feature the all-new INFINITI QX50 luxury crossover as the centerpiece, which visitors can register to test-drive on-site.

The cobranded program allows INFINITI the ability to maintain existing customers’ interactions with the brand, while also exposing a new cohort of potential customers to the INFINITI brand by encouraging local retailer visits and commitment-free test-drives.