Nissan wants African-American consumers, ages 28 to 38, who live in Atlanta, Chicago, Dallas, Los Angeles, Miami, New York and Washington to drive its new Altima. So they hired True, an agency that specializes in attracting the attention of that audience.
According to The New York Times, True’s campaign to promote a push-button ignition system on the 2007 Nissan Altima sedan begins this week and continues through March 30. For the promotion, 20,000 key rings will be deliberately “lost” in bars, concert halls, sports arenas and other public places in seven large markets.
The key fobs on these “lost” sets features drive-to-the-web copy, where participants can enter a sweeps and learn more about the car in question.
