Screw the keys

nissankey1.jpg

Nissan North America thinks they can unlock the door to reach the distracted, elusive customer in an increasingly competitive category. How? With keys.

For this promotion, 20,000 key rings will be deliberately “lost” in bars, concert halls, sports arenas and other public places in seven large US markets. Each key ring will have three keys, all real, and two tags. The biggest key resembles a car key and the other two look as if they could fit the locks on house or office doors. One tag declares, “If found, please do not return,” because the Altima “has Intelligent Key with push-button ignition, and I no longer need these,” a reference to the technology that allows an Altima owner to start the car by pressing a button on the dash rather than inserting a key. The same tag invites the finder to learn more about the ignition system by visiting a section of the Nissan Web site.

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