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March 19, 2007
The New York Times' advertising columnist Stuart Elliott reports on Nissan's campaign to promote a push-button ignition system on its 2007 Altima sedan by deliberately losing 20,000 key rings in bars, concert halls, sports arenas and other public places in seven large markets. The campaign begins is this week and continues through March 30.
Each ring will have a key that resembles a car key and two others that 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 (nissanusa.com/altima)."
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