In celebration of the 20th anniversary of the
minivan, Chrysler announced it has created a unique marketing program with the August
26, DVD release of New Line Home Entertainment's The Lord of the Rings: The
Two Towers.
According to the company, consumers who purchase specially marked packages of The Lord of the Rings:
The Two Towers on DVD or VHS will receive a The Lord of the Rings
Adventure Card. The card provides a tailorable, interactive experience.
Using a special PIN code, located on the Adventure Card, consumers will be
able to log on to www.lotradventure.com to access the exclusive content,
which includes a $500 cash allowance towards the purchase of a new Chrysler
Town & Country minivan. This special $500 offer can be used in addition to
current Chrysler incentives through January 11, 2004.
"A six disc CD/DVD changer is available on the Chrysler Town & Country
minivan, making this the perfect vehicle for families who are captivated by
The Lord of the Rings," said Tom Marinelli, Vice President of Chrysler
Marketing, DaimlerChrysler Corporation.
The company says the Chrysler Town & Country heralded the start of the luxury minivan
segment with its introduction in 1990 and has been recognized for its
quality and innovation. The new Platinum Series Chrysler Town & Country
comes with a no-extra-charge Rear Seat Video system as well as unique
features such as two-tone leather-trimmed interior, Platinum Series badging
and floor mats, and 16" platinum clad wheels.
Chrysler's promotion of the program is scheduled to break September 2, and
will include unique television, print, targeted direct mail and
point-of-sale materials, featuring the Platinum Series minivan. The
lotradventure.com web site will change monthly providing special limited
offers, including a sweepstakes to enter to win a Chrysler Town & Country
minivan or one of six trips to New Zealand to visit the exciting locations
that inspired the films. On this site, Chrysler will promote the other
Platinum series vehicles: 300M, PT Cruiser, Sebring Convertible, Coupe and
Sedan. A link to Chrysler.com will allow consumers to obtain vehicle
specific information, such as price and equipment, as well as locate their
preferred Chrysler dealer.
"The Lord of the Rings franchise has an extremely committed fan base, and
we want to engage and reward that audience while delivering continuous
benefit to our promotional partners," says Matt Lasorsa, New Line Home
Entertainment senior vice president of marketing.
On August 25, Chrysler will participate in a charity event organized by New
Line in support of the Tree People. In addition, a The Lord of the Rings
display will be included at the Six Flags Minivan Owners events.
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