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Volume 25 No. 66
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“Herbie” Is Fully Loaded With Corporate Tie-Ins

Disney’s “Herbie” Loading
Up On Corporate Tie-Ins
Product placement within Disney’s “Herbie: Fully Loaded,” which opens June 22, includes RadioShack, Nextel, Valvoline, Goodyear, Northwest Airlines World Vacations, Pringles, NetZero, UPS, Wal-Mart, NASCAR and Volkswagen, according to Todd Wasserman of BRANDWEEK. Buena Vista Pictures Marketing Exec VP Brett Dicker said that McDonald’s, a long-running Disney partner, “declined to tie in with the film for timing reasons.” While Visa, another Disney partner, “also declined participation,” Visa Canada will tie-in with the film. NASCAR Dir of Film, TV & Music Entertainment Sarah Nettinga said that “Herbie,” which includes cameos by drivers Jeff Gordon and Tony Stewart, is the sport’s “biggest movie tie-in to date,” and the relationship includes signage at NASCAR events and mentions on NASCAR’s XM Satellite Radio station. Also, Nextel will offer ringtones and wallpapers tying in with the movie and a TV campaign. Valvoline, a first-time tie-in partner with Disney, will “run a promotion offering a free die-cast mini version of Herbie or a ticket to the movie with purchase.” Another new partner, Goodyear, will support the release with a promotion offering a free ticket to the film. UPS will run a national sweepstakes offering a trip to Sonoma, California, for a pre-race ride at Infineon Raceway in a Herbie car driven by Dale Jarrett, driver of the No. 88 UPS Ford (BRANDWEEK, 6/6 issue). Bass Pro Shops and Pepsi are among other brands with product placement in the film (THE DAILY).