DETROIT - Oldsmobile is renewing a Blockbuster Video promotion for the Silhouette Premiere and expanding marketing efforts for the minivan.
Prospects who test drive the minivan, which is equipped with a standard video-audio system, get $25 gift cards for Blockbuster, the video rental chain based in Dallas. Oldsmobile will fund the incentives.
Leo Burnett USA in Chicago, Oldsmobile's national ad agency, handled the promotion, which could continue through year end if GM regions or individual dealers want, said Joani Rainbolt, assistant brand manager for Silhouette marketing.
The push is larger than the one Burnett did for the minivan last fall, a 10-week co-promotion with Blockbuster.
The Premiere will be on display at the American Film Institute's 20-city mall tour celebrating a century of movies. Oldsmobile is the sponsor.
Burnett created national and dealer ads for the promotion. Dealers got Burnett's 'promotion in a box' earlier this month. Dealers can order ready-made TV, radio, newspaper, billboard and direct mail pieces for the promotion.
National commercials break on network and cable TV in May.