I like how Nissan's agency, True, used grassroots and online for the Nissan Altima campaign. Also, they find a simple way for keys to become a novel medium.
It's a targeted campaign, at a very specific demographic, in just six cities.
It's reasonably low-budget, too. All it's taken is 20,000 sets of keys, intensionally 'lost' at some 50 locations in clubs, stadia, and other popular venues in those cities --presumably where this demographic inhabits.
The concept: To illustrate the benefit of keyless entry in the Altima. The key tag describes the benefit, saying "If found please do not return." There are also instructions to visit AltimaKeys.com to renter for a prize. The site talks of the "Next Generation Nissan Altima has Intelligent Key with Push Button Ignition" and why the owner hasn't been "paying attention to my old keys."
Which brings me to the point I try to make all the time: the need to integrate (translated: connect) anything we do to, so that it leads back to the communication objective, and not just enhance the coolness factor of our creative. Like keys, which by themselves are not very sexy (in the marketing world where branded trinkets, and branded foreheads, and even underwear rule) we often have great opportunities with which to connect to targeted audiences, but they hide in plain sight.
The other thing that's not often said, for fear it will upset too many people, is that memorable branding is not what you slap on to objects, but what you get people to do with your brand. If they see your logo and do nothing about it, it's still an impression, not a brand experience. You want your audience to start a conversation, with others, and ideally with you as a result of your message.