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Sets of keys will be left in bars, stadiums, concert halls, parties and other venues in seven large markets in an effort by Nissan to engage consumers and inform them of certain features of the Altima in an unusual way.
The 20,000 “lost” sets of keys contain a tag that tells the finder not to return the keys. The tag says they are no longer needed, because the Altima has push-button ignition, writes The New York Times. The campaign will begin this week and run through March 30.
The tag also invites finders to learn more about the car by visiting a website, NissanUSA.com/Altima (which, at least as of now, curiously mentions nothing about the campaign and barely mentions the keyless ignition on its home page). A second tag asks the finder to enter the tag number in order to win a $15 gas card or a free subscription to Vibe magazine by sending text messages or visiting AltimaKeys.com. The sweeps element of the campaign is meant to mollify any good citizen who may fail to read the first tag and spend time seeking for the owner of the keys.
The key rings also include three actual keys.
The campaign was created by the True Agency in Los Angeles, with an estimated budget of $100,000. True is working with Vibe, owned by the Vibe Media Group, and Geurrilla Tactics Marketing to find 50 sites for the key rings to be lost.
Nissan hopes to reach black consumers between the ages of 28 and 38 who live in Atlanta, Chicago, Dallas, Los Angeles, Miami, New York and Washington.
Arbitron released a survey last week showing that 50 percent of Americans 21 and older visited a bar or bar-restaurant in the last month. A large percentage of those bargoers consider themselves early adopters of new products, and 26 percent of them say they frequently recommend new products to family and friends (compared to 19 percent who did not go to a bar in the last month).
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