Ross D. Franklin/ap file photo

Ross D. Franklin/ap file photo

'Mystery' Amazon box is promotional stunt for automaker

The mystery is gone. All that's left is a free car.

The unexplained appearance of a large — some might say “car-sized” — Amazon.com delivery locker at Justin Herman Plaza on Thursday mystified spectators and sparked speculation, egged on by the online retailer's initial refusal to divulge the giant locker's purpose.

Turns out the storage locker contains a new Nissan Rogue, the centerpiece of a marketing stunt organized by the online retailer and automaker Nissan.

Beginning at about 10 a.m. Friday, anyone willing to make a post to social media with the right hashtag could receive a code to use to try to unlock the locker.

Most codes unlocked a voucher for a free MP3, but there are also Kindle Fire tablets and Kindle televisions to be had — as well as the car, Amazon spokeswoman Kristin Mariani said.

“Someone's going to get a car today,” she confirmed.

As of about lunchtime Friday, the car was still on offer, with a film crew retained by Nissan filming contestants' efforts for a future commercial.

Hopefuls included office workers, tourists walking from the Ferry Building, and a collection of street kids who'd spent the night nearby on Mission Street.

Ray Torres and Makayla Herlihy were some of the first in line before the fun began at 10 a.m.

“We saw it last night, but no one would tell us what was inside [Thursday],” said Torres, showing the MP3 voucher he'd just won.

Amazon.comBay Area NewsFerry BuildingJustin Herman Plaza

If you find our journalism valuable and relevant, please consider joining our Examiner membership program.
Find out more at www.sfexaminer.com/join/

Just Posted

Nicole Canedo looks at her City-issued Medical Reimbursement Account page on her computer outside her Berkeley apartment on Tuesday, Nov. 24, 2020. Canedo has worked numerous retail jobs in The City and the MRA has helped her with health costs. (Kevin N. Hume/S.F. Examiner)
Millions left sitting in medical reimbursement accounts by city workers

Health officials looking at how to improve access, outreach as untapped funds reach $409M

49ers receiver Deebo Samuel picks up yards in front of the Rams defense after a reception in the 4th quarter at SoFi Stadium in Inglewood Sunday. (Wally Skalij/Los Angeles Times)
Rams can’t stop 49ers’ Deebo Samuel from catching defense off guard

Emmanuel Morgan Los Angeles Times Perhaps the Rams didn’t watch enough film.… Continue reading

Dr. Grant Colfax, director of the San Francisco Department of Public Health. (Kevin N. Hume/S.F. Examiner)
SF moves into purple tier, triggering curfew and business shutdowns

San Francisco moved into the state’s purple COVID-19 tier Saturday, requiring The… Continue reading

Indecline, an art activist collective in San Francisco, transformed a billboard into an editorial with a message blasting immigration policies of Donald Trump’s administration. (Screenshot, Indecline website)
Has immigration fallen off the administration’s radar? Not a chance

Enforced as executive orders, Trump’s hardline policies are proceeding, against will of the people

University of San Francisco head coach Todd Golden coaches his team on defense during a 2019 gameat War Memorial Gymnasium on the campus of the University of San Francisco. (Ryan Gorcey / S.F. Examiner)
Stunner in Bubbleville: USF upsets fourth-ranked Virginia

Less than 48 hours removed from a loss to a feeble UMass… Continue reading

Most Read