Goodyear to piggy-back on Cars2 Movie publicity

ERJ staff report (DS)

Akron, Ohio -- The Goodyear Tire & Rubber Company has given more details of its promotion of Disney and Pixar's latest movie "Cars 2," which opens in cinemas across the US on June 24, 2011. Inspired by Goodyear and the iconic Pixar character Buzz Lightyear, "Lightyear" tyres will reprise the role as animated rubber on the road for the sequel's star, Lightning McQueen. As part of the publicity effort, Goodyear transformed its website homepage and blimp to read "Lightyear."

Goodyear will also take the opportunity to move into electronic gaming by offering exclusive downloadable characters to the "Cars 2" videogame with select purchases at Walmart. Characters offered to consumers include the specially-designed "Lightyear Racing" car, skinned in Goodyear's Wingfoot paint scheme that corresponds with the company's More Driven brand campaign.

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Press release from Goodyear