Stroh Brewery Co. launched a sweepstakes linking the big-mouth bottled Mickey's lager and Mira-max Film Corp.'s "Scream 2." Entry materials for the promotion, themed "Get ready to open up your big mouth and `Scream 2,' " are at point of purchase and at the "Mickey's Screaming Room" Web site (www.mickeys.com). Atlantis Marketing, St. Louis, handles.
Motorola and Pepsi-Cola Co.'s Mountain Dew signed as co-sponsors of snowboard marketer Burton's North American Demo Tour. The tour, visiting more than 200 ski areas, lets consumers test Burton snowboard products along with Motorola's Talkabout Plus two-way radios; free samples of Mountain Dew also are provided. Fuse Sports Marketing, Burlington, Vt., handles.
Tree Top Inc. kicks off a tie-in with the Public Broadcasting Service's "Thomas the Tank Engine" next month, offering a video compilation of the kids series for $3.95 plus six proofs-of-purchase for Tree Top frozen concentrated apple Juice. The promotion is backed by free-standing inserts and direct mail. Marketing Expressions, Arlington Heights, Ill., handles.