Tie-Ins: They're All About the Booty (Arrgh)

Sebor, Jessica
October 2006
CRM Magazine;Oct2006, Vol. 10 Issue 10, p12
Trade Publication
The article discusses the marketing partnership between Disney and the Volvo Ocean Race which was held from November 2005 to June 2006. The automaker partnered with the film "Pirates of the Caribbean: Dead Man's Chest," in which they found a link that created a viral campaign wherein the participating families were able to bond. The pirate theme leads to tie-ins that capture more than the Volvo franchise.


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