Dive Brief:

• 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. 

Dive Insight: 

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.