Nissan's going to use live actors to perform live ads at showings of the new Matrix flick. Is this a good tactical move? A killer one.
First, it's (very) different. Second, it's better - it directly addresses the credibility gap: most consumers think most ads are bullshit. Third, it's revolutionary because it offers consumers a new value proposition.
I hate seeing ads before movies, but I'd rather see a live performer than a mind-numbingly idiotic Coke ad designed to get me to salivate like a Pavlovian dog. That's because the live performer has a far stronger incentive to put on a good show than the Coke ad does.