Inside Line

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Cause marketing is on the rise in promotions, and more Internet promotions will benefit causes, says a recent survey of corporations and not-for-profit organizations. The survey was conducted by Gable Group, San Diego, in conjunction with the Promotion Marketing Association, New York. More than 85% of corporations and 65% of not-for-profit organizations surveyed said they participated in cause marketing last year. Most of those using the tactic said cause marketing will increase in the next few years. In particular, a growing number of companies intend to link Internet promotions with cause marketing in the next year.

Toyo Tires renewed its title sponsorship of the National Import Racing Association, which plans to stage eight events this year. Each event features drag racing, a car show, a lifestyle exposition with skate and bike ramp demonstrations, and, new this year, a motorcycle competition. Between 10,000 and 20,000 import car enthusiasts typically attend each event. The fast-growing NIRA was started in 1997.

Turner Broadcasting System's TNT launched an on-air sweepstakes, backing its "Saturday Night New Classics" lineup of movies, in which consumers are invited to imitate frequently quoted lines from films such as "Moonstruck," "National Lampoon's Animal House" and "Top Gun." Each Friday from May 26 through early August, a celebrity from one of the movies will be featured in a radio commercial airing in 11 major cities, offering a well-known line from the next night's film. Consumers who deliver the best imitation of the same line will win prizes ranging from free restaurant meals to barbecues in the "Live the Movies You Love Sweepstakes." Local winners will qualify to compete for several grand prizes themed around TNT's featured summer movies. Those prizes include a World Series 2000 fantasy trip (tied to "A League of Their Own"), an aviator's dream package ("Top Gun") or an Indian Chief motorcycle ("The Last of the Mohicans"). An online version of the sweepstakes is offered at (tntnewclassics.com).

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