- Last week, Amazon planted a huge orange locker — nicknamed "Giant" — in front of the Ferry Building in San Francisco with no explanation.
- Initially, Amazon was tight-lipped about the locker, but a Nissan logo and the hashtag #giantlocker were eventually added to the side of the container.
- The partnership with the Japanese car maker is intended to promote the Nissan Rogue by inspiring passers-by to post photos on social media in hopes of gaining codes to open the locker's doors and obtain the prizes within — the grand prize being a Nissan Rogue.
Nothing drives up social media engagement like a big mystery attached to a hashtag. Besides the campaign begin sort of confined to San Francisco, the idea was a brilliant mesh of marketing stunt and contest. Dropping a huge, branded locker in the middle of a major metropolitan area is bound to get people talking.