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'Speed Racer' bursts onto MTV nets


April 01, 2008


Series promos will transform into a contest tied to the Warner Bros. film.
Warner Bros. ' "Speed Racer" will hijack and speed up TV promos and Web sites from MTV Networks in a multilayered, cross-platform marketing campaign tied to the tentpole movie's May 9 release. From April 10-18, what will look like regular series promos airing during commercial breaks will suddenly speed up into one about a text-message "Speed Racer" contest in which players can compete to win a $100,000 custom-built version of the Mach 5, the car driven by the film's title character.

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