Volkswagen has signed an exclusive deal with Times Online to house the movie icon for three months.
Visitors to the site will have the chance to win one of 5,000 tickets to a Robert De Niro film season, which will include screenings of 'The Godfather Part II', 'Taxi Driver' and 'Goodfellas'. There is also a rare interview with the star and a poll allowing people to choose who they think should be the subject of the second season of films. The choices include Woody Allen, Steven Spielberg, Dustin Hoffman and Jack Nicholson.
The deal also includes ads in The Times and on its arts review CD-rom The Month, which is distributed with The Sunday Times on July 25. A direct mail campaign will see postcards sent to the Times Newspapers database of ABC1 consumers living within a half-hour radius of a participating cinemas.
Catherine Woolfe of Volkswagen said: "With the launch of the new Golf, we were determined to work with strong respected brands that could provide an enterprising through-the-line solution. Times Newspapers and Picture House Cinemas gave us an integrated communication channel worthy of a product with 30 years' heritage."
If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the .
_1.jpg)
.jpg)
