So there's this little Indie film opening this weekend. Maybe you've heard something about it. Cars 2?
While Disney's original Cars only (only!) made $460 million at the box office, its merchandising efforts have raked in over $2 billion a year since 2006, enough to get any sequel's motor running. Just two weeks after the release, some estimates valued sales of Cars merchandise in excess $600 million. In June 2006, just a month after the film's release, Disney announced that Cars-licensed products had already broken merchandising records, racking up a volume ten times that of Finding Nemo.
Cue Cars 2. Target, the film's official retail partner, has been running heavy tie-in ads letting consumers know here to get even more Cars merchandise. Target currently offers over 150 different Cars 2-branded products, from bedspreads to a "Bubble Mater." Landing Cars 2 deal was a huge "get" for Target, as Walmart was the retail partner for Cars.
But Target isn't the only brand with a Cars 2 tie-in. From State Farm to Juicy Juice, a freeway full of brands are running ads that put them in various amounts of the action. So, which of these brands is using its tie-in to, in Mater's words, "Git-R-Done!?"
State Farm, which is sponsoring an "Agents on a Mission" tour:
Goodyear, which reskinned its homepage to feature the movie:
Huggies Pull-Ups, as part of Kimberly-Clark's cross-product movie tie-in:
Juicy Juice, which is running a "Spy School" promotion:
Kellogg's Frosted Flakes, which is running a Passport to Adventure:
Even the US Department of Transportation has a PSA tie-in (as it did with the first film), this time against distracted driving: