More than 6,000 auto dealers are expected to participate in a joint promotion with the upcoming Disney-Pixar film "Cars." Under the terms of the campaign, participating dealers send out direct mail letters offering two free tickets to "Cars" to vehicle prospects who visit showrooms. The letters are customized with the dealer's name and address on them.
The solicitations consist of a tri-folded letter mailed in a window envelope, according to Intelligent Direct Marketing president Jeff Garcia. Intelligent Direct Marketing designed the program, and will work with list vendors – primarily R.L. Polk -- to provide prospects for dealers that request them. Dealers of all types of vehicles are expected to participate. Garcia estimates that the program will ultimately send out 30 million pieces.
In addition to the direct mail pieces, Intelligent Direct Marketing is also providing a variety of point-of-purchase collateral, including standees, banners, mobiles, posters and more.
The promotion began on May 1, and is scheduled to run through June 30. "Cars," an animated comedy-adventure film, is set to open June 9.
