State Farm insurance is about to launch an extensive, multi-faceted promotional campaign tied to the upcoming Disney/Pixar animated movie "Cars," which features cars as its main characters. The
strategy--which includes a sweepstakes, tour and interactive Web site--marks the first time the insurance carrier has tied a marketing plan to a movie. The sweepstakes is designed to boost the
carrier's online offerings for free quotes or to find a local agent, and offers 25 red 2007 Ford Mustangs as grand prizes. This week, State Farm will kick off a multi-city tour featuring live versions
of the film's animated stars. The tour will make 25 to 30 stops nationwide, including the world premiere of "Cars"at the Lowe's Motor Speedway in Charlotte, N.C., on May 26. To further engage
consumers, State Farm will soon offer a variety of interactive features on a microsite where visitors can design their own "Cars," create songs using various car sounds, and play an online game. The
partnership is part of a larger move by insurance carriers to ramp up their marketing efforts and associate their brands with more entertaining qualities, said Pam El, vice president-marketing for
State Farm. TV spots featuring characters from the film will begin airing the week of May 22.
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