Extreme WOM Strategies

To promote the 2007 Nissan Altima's push-button ignition system, the company is deliberately "losing" 20,000 key rings in bars, concert halls, sporting arenas, and other public places in seven major markets.

The key rings sport three keys (a car key and two house keys -- for authenticity's sake) and two tags, one that reads: "If found, please do not return. My Next Generation Nissan Altima has Intelligent Key with Push Button Ignition, and I no longer need these." The other tag directs the finder to enter a sweepstakes which they can enter either via text message or by visiting www.altimakeys.com.

Nissan is building buzz by giving consumers something they can take with them -- the key ring. More importantly, however, the company is building word of mouth by cleverly addressing a common consumer problem -- the agony of lost keys.

To learn more, check out this Business Wire article.