The following was listed in Promo Magazines weekly email blast. Might be old news, but its new to me:
Minneapolis-based General Mills’ foodservice division last week launched a program that puts “LOTR:FOTR” inside high school and college cafeterias.
School foodservice operators receive promotional kits containing movie posters, static clings, T-shirts, and buttons when they order qualifying General Mills products. Students who accumulate three stamps on custom “frequency cards'” by purchasing General Mills products score a movie poster and enter into a sweeps offering JVC electronics as prizes. The sweeps runs through Jan. 31.