Montvale, NJ-based Mercedes-Benz North America will introduce its new E-Class with a little help from “Men in Black II.”
The tie-in deal with Sony’s Columbia Pictures includes product placement in the film and an online sweepstakes offering five trips to the film’s June 26 premiere in Los Angeles. Elsewhere, a direct mail campaign will award free tickets to the movie for owners and prospects. The car maker also granted its first logo license to Hasbro, Inc., Pawtucket, RI, to market a Mercedes-logoed spaceship cruiser based on the film’s plot.
The movie opens July 3. Mercedes’s 2003 E500 goes on sale in September.
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