Dodge and Disney joined forces for promotional purposes in 2002 with the release of Disney/Pixar’s Monsters, Inc. Now the entities are teaming up again to celebrate the 20th anniversary of the Dodge Caravan and the Oct. 7 release of The Lion King: Special Edition DVD.
As with the Monsters, Inc. advertising campaign, Dodge will integrate Lion King characters into broadcast, print and online creative set to break in late September. In addition, Lion King characters will also appear on the No. 9 and No. 19 Dodge Intrepid race cars of NASCAR drivers Bill Elliott and Jeremy Mayfield at Kansas Speedway Oct. 3-5.
On the local level, Dodge dealers will be able to utilize character art, backgrounds, logos and box art for displays, events, newspaper advertising and direct mail. They can also order copies of the DVD to be used as premiums for Caravan customers.
Caravan will be included in promotional materials at each of the Disney Stores nationwide. Caravan commercials will run on each store’s video wall for 30 days and visitors to the Disney Store or disney.com can enter a sweepstakes to win a Dodge Caravan.
Upon release, a $500 discount coupon on Caravan will be included in The Lion King: Special Edition DVD case.
Released in 1994, The Lion King raked in $312.8 million domestically to become the highest-grossing animated film ever, a title it may soon lose to Finding Nemo, which should cross the $300 million mark in the next couple weeks.