EVENTS & PROMOTIONS: INSIDE LINE: WIENERSCHNITZEL FIRST FILM TIE-IN GOES TO 'BEAN'

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Wienerschnitzel launched its first promotional tie-in with a film, a sweepstakes based on Gramercy Pictures' "Bean." The sweepstakes, concluding today, invited consumers to answer trivia questions about Rowan Atkinson's Mr. Bean character. Grand prize is a trip for two to London. Galardi Group, Newport Beach, Calif., executed the promotion and dGWB, Irvine, handled point-of-purchase materials.

Lego Systems opened a Lego Imagination Center at Walt Disney World's Downtown Disney Marketplace for product demonstration and marketing events. The venue includes a Lego store and a 3,000-square-foot outdoor Lego play area free to the public. Lego operates a similar facility at Minnesota's Mall of America.

Featherlite, a marketer of specialty vehicles, forged a partnership with GMR Marketing, Brookfield, Wis., to create customized mobile marketing vehicles and equipment for consumer and hospitality marketing. Featherlite/GMR Sports Group expects to expand its activities in auto racing and product demonstration events.

Duracell is joining Sony Corp.'s promotion push for next year's "Godzilla," joining Taco Bell Corp., Hershey Chocolate USA and others. The film is getting

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