The cost wasn't revealed, but OnStar spent $53 million in measured media last year, says Taylor Nelson Sofres' CMR. The campaign arrives May 30 with a Times Square billboard. The headline says "Guess who could be in the next 'Batman' movie? You. For details visit onstar.com."
Consumers can enter online to win a walk-on role in the next 'Batman' movie, although AOL Time Warner Co.'s DC Comics says no firm date for the film has been set.
The ad agency created two TV spots, which both direct viewers to the Web site. In one, Batman calls his girlfriend with OnStar's hands-free Personal Calling to say he'll be late for their date as he fights off the Penguin. In the other, Batman uses the Virtual Advisor to retrieve an e-mail from the Riddler.
DC Comics and OnStar also created an animated, interactive comic for OnStar's Web site. -- Jean Halliday
Copyright May 2001, Crain Communications Inc.