Disney's, 'Cars' Inks Deal with Auto Dealers

Dealerships tie-in with Disney's animated movie

Disney/Pixar is pushing its latest animated film, Cars, at a local dealership near you.

More than 6,000 U.S. dealerships are tying in to the feature film with a direct mail campaign and P-O-P promotions dedicated to Cars. Under the promotion, dealers will distribute free Cars tickets through direct mail flyers. Dealers will also have the option to offer contests to win Cars promotional items for their showroom, including banners, posters and balloons.

Disney/Pixar has partnered with direct mail company Intelligent Direct Marketing (IDM), Rocklin, CA, on the effort.

"Cars is the ultimate tie-in for automotive dealers," said Todd Vowell, owner/founder of IDM. 'We are excited to give dealerships the opportunity to join with other promotional partners in such a high-profile Disney-Pixar cross promotion."

IDM is one of several partners backing the film, which is due out June 9. Other promotional partners include McDonald's and Kellogg. Another Cars promotion by partner State Farm is ongoing (Xtra, April 12).

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