Nissan's lost key campaign

Nissan has launched a unique campaign to promote its new push button ignition for the Altima, where it is deliberately "losing" keys in public spots such bars, sports arenas, shopping centers etc. True Agency of Los Angeles created the campaign, which is estimated to have cost less than $100,000 for the 60,000 keys and 40,000 tags and the sweepstakes prizes, a rather modest cost compared to traditional advertising campaigns.

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 (nissanusa.com/altima).

The other tag, labeled “Gas Card,” resembles the plastic keychain devices for electronic payment sponsored by service stations like Exxon and Mobil. The tag offers the finder of the key ring a chance to enter a sweepstakes, either by sending text messages or visiting another Web site (altimakeys.com), which is to be available this week.