I lost my car keys! Nissan’s New Marketing Campaign

           Recently, Nissan North America began a campaign to promote its next generation car technology, particularly the new push-button ignition system that will soon be available on most of its cars. Nissan is attempting to use a different style of advertising that will target only a specific niche of consumers. Unlike previous Nissan advertising, their campaign will not be mass marketed on traditional media outlets. Instead, Nissan will be loosing car keys at clubs, bars, and concerts in hopes of targeting a more “in” young crowd. The keys will be on a key chain that include actual metal car keys, a card that says,

“If found, please do not return,” because the Altima “has Intelligent Key with push-button ignition, and I no longer need these”  

      The key chain also includes a short paragraph about the Nissan Altima, and a gas card that can be redeemed online for entrance into a sweepstakes and $15 worth of gas. Nissan used the True Agency who use guerilla style marketing and have been used for previous Nissan advertising campaigns. While the keys are fake, Nissan hopes to target consumers who are less influenced by traditional marketing campaigns and attract traffic to its newly updated website.

           

        This type of guerilla marketing is more prevalent in large cities where advertising space both, on the street and on TV and the internet is scarce. Personally, I think guerilla type marketing is very powerful and if I were to find a set of these keys, I would visit Nissan’s web site.