Irvine, CA-based Kia Motors last week announced a deal with New Line Cinema, New York City, to be exclusive automotive partner for the August 6 home video release of “The Lord of the Rings: The Fellowship of the Ring.”
Kia will use the alliance to support the launch of its Sorento SUV, which goes on sale this summer at 600-plus dealerships. Consumers who test drive any Kia model August through October receive a free video. TV spots, print and Internet ads, and dealer signage support.
New Line returns the favor with Kia and Sorento mentions on video packaging, P-O-P displays, and online at lordoftherings.net. The studio will also host an instant-win game on initial video shipments giving away a Sorento among top prizes.
The car maker had great success by trading test drives for “Shrek” videos last fall (May PROMO). EastWest Creative, New York City, handles the promotion; TV and print ads are from davidandgoliath, Los Angeles.
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