Mazda North American Operations struck an integrated marketing deal with five divisions of Walt Disney Co.
Disney brought several TV stations into the deal, said to be worth $5 million to $10 million.
The deal is a supplement to the company's heavy network TV advertising schedule for the introduction of Mazda's 2002 MPV.
The Disney properties include the ABC owned-and-operated stations in New York, Los Angeles, Chicago, Philadelphia, San Francisco and Houston; Radio Disney; Disney Online; the Disney retail stores; and Disney's Family Fun magazine.
National commercials on the ABC Network are not part of the deal.
Supplementing the ABC owned-and-operated stations are ABC affiliates in Boston, Dallas, Washington, Atlanta, Baltimore, Miami, and Tampa and Orlando, Fla.
The participation of the 14 TV stations was key so that Mazda could execute a "critical element of the package - the participation of more than 100 local dealerships," said Kristen Simmons, vice president of marketing for Mazda North America.
Simmons told Automotive News the company pays its dealers 2.5 percent of the sticker price for each vehicle they sell to use for local advertising, since Mazda spends the bulk of its advertising dollars on network broadcast. Dealers pay an additional 1 percent of sticker price.
In addition to the commercials, Disney worked with Mazda and its ad agencies, Doner Advertising in Southfield, Mich., and Hill, Holliday, Connors, Cosmopulos in Boston to create a separate Mazda Web site on Disney Online.
The area, at , introduces the user to a complete Mazda Raceway land, including puzzles and games. The user is invited to enter a sweepstakes to win an MPV.
Users also are asked to test drive an MPV at a dealership. Incentives include a $25 Disney store gift certificate.
In the Radio Disney component of the deal, Disney's radio stations in the various cities will be promoting special events at dealerships.
"We were looking to leverage the assets of Disney and ABC to reach moms with kids, which are an important target for the MPV," said John Lisko, senior vice president and media director for Doner. "We're interested in more than just buying spots."