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Olds starts 'X-Files' promo

Published on .

General Motors Corp.'s Oldsmobile division breaks a 30-second spot on national TV tonight for a month-long promotion rewarding those who test drive an Intrigue sedan with two free tickets to see Twentieth Century Fox Film Corp.'s "The X-Files" movie. Principal "X-Files" characters Fox Mulder and Dana Sculley drive the car in the movie, which opens June 19. Leo Burnett USA, Chicago, handles. Frankel & Co., Southfield, Mich., prepared a test-drive mailing that will be sent to 1.5 million prospects June 1. Brand Manager Ken Stewart said one out of every two people who test drive the Intrigue buy the car. He declined to discuss spending.

Copyright May 1998, Crain Communications Inc.

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