The Biz: Promo Vehicle For Cars Merch; The Fader's Southern Strategy

May 22, 2006

DISNEY/Pixar's upcoming CGI animated sure-to-be-a-blockbuster Cars has more than 70 licensees. That led Source Marketing to wonder if there was some sort of vehicle to link all those products.

"You might hear about the salty snacks, but what about the toy?" asked Derek Correia, CEO at the Westport, Conn.-based agency.

So, Source Marketing dreamed up a promotion called "License to win." Starting this month, consumers who buy certain Cars merchandise will find a miles rating on-pack and will be directed to, where they can use those miles to bid on auctioned items related to the film.

If a consumer wins an auction, they have to send in proofs of purchase, but otherwise, they don't, which saves on fulfillment costs. The number of miles you get is, of course, related to the item's expense. Items range from Mattel toys to Airheads candy to window shades from 3 Day Blinds. Disney reps could not be reached for comment. The movie opens June 9.

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