Nissan Engages Consumers by Giving Them ''Keys'' to the Next Generation Nissan Altima

NASHVILLE, Tenn.--Today, Nissan North America, Inc. (NNA) announced its marketing plans to reach urban trendsetters through a unique grassroots initiative in major cities nationwide. Using a creative blend of non-traditional and traditional media, the “Lost Keys” program will engage street teams to place mock sets of keys – one traditional car key, 2 generic house keys - in popular nightlife venues so it appears like someone has lost their keys. Upon finding the keys, consumers will be humorously alerted on a key chain: “If found, please do not return. My Next Generation Nissan Altima has Intelligent Key with Push Button Ignition, and I no longer need these.”

To further promote this interactive program, the TRUE Agency, Nissan’s cultural marketing agency, collaborated with Vibe magazine to become both media and mobile partners. Those who find the keys are invited to text MVibe or visit www.AltimaKeys.com where they can redeem either a gas gift card or a six-month subscription to Vibe.

The “Lost Keys” program highlights the futility of car keys with a new advanced feature on the 2007 Nissan Altima - standard Intelligent Key with Push Button Ignition – a “first in class” technology that allows drivers to simply push a button to enter and start the car while the key is in their purse or pocket.

“Using the perfect mix of grassroots guerilla marketing and new media outreach, we think the ‘Lost Keys’ program showcases the Next Generation Nissan Altima in a unique way,” says Michelle Erwin, senior manager for Nissan marketing communications. “There will be 20,000 sets of keys dropped in targeted hot spots around the country, and we hope this widespread effort will resonate with an important audience for us.”

Starting March 18 through March 31, street teams for Guerilla Tactics Marketing Agency will be strategically “leaving” the keys in about 50 nightlife venues including bars, clubs, concerts and sports arenas in seven major markets simultaneously: New York City, NY; Chicago, IL; Atlanta, GA; Miami, FL; Dallas, TX; Los Angeles, CA; and Washington, DC.

About the Next Generation Nissan Altima

The Next Generation Nissan Altima offers Nissan’s advanced Xtronic CVT™ (Continuously Variable Transmission), a choice of the award-winning VQ-series 3.5-liter V6 or powerful 2.5-liter inline 4-cylinder engines, and a long list of technology and comfort features – including standard Intelligent Key with Push Button Ignition, available Bluetooth® Hands-Free Phone System, Bose®-developed audio system with nine speakers, dual-zone automatic temperature control, RearView Monitor and a voice activated touch-screen navigation system with real time traffic updates.

About Nissan North America

In North America, Nissan’s operations include automotive styling, engineering, consumer and corporate financing, sales and marketing, distribution and manufacturing. More information on Nissan in North America and the complete line of Nissan and Infiniti vehicles can be found online at www.nissannews.com.