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Chrysler Promotion Conjures Up "Harry Potter" Magic

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NEW YORK - Hoping to reap some of the fanfare being generated for the highly anticipated release of "Harry Potter and the Sorcerer's Stone," Chrysler this week launches an integrated promotion that will reach audiences in theaters and via the Internet.

Beginning Friday, consumers who test drive a 2002 Chrysler Town & Country or 2002 Chrysler Voyager minivan will receive a free audio copy of the book upon which the film is based. The promotion begins Nov. 2 and ends Jan. 7, 2002. "Harry Potter" hits theaters nationwide Nov. 16.

Two 60-second commercials that feature the minivans and detail the test drive promotion, "Magic" and "Family Album," will be shown in 2,500 theaters across the country. At Chrysler.com, consumers who download a test drive form, take it to their local dealer and test drive a Chrysler minivan will be sent a free copy of the "Sorcerer's Stone" audiobook.

The promotion was created by PentaMark Worldwide, Troy, Mich., in association with cinema advertising companies Screenvision and National Cinema Network. Media spend was not revealed.