For many video game marketing programs, choosing the right promotional product takes a little creativity. Marketing the latest action game or kids’ title may not offer some obvious choices. This wasn’t the case for video developer THQ Inc. when it came time to promote its Wall-E video game which hit shelves June 27.The game is based on the futuristic robot character’s adventures in the Disney/Pixar movie of the same name. In the film, which debuted June 24, Wall-E went on a fantastic journey across the universe. Along the way, he often turned trash into treasure.

THQ leveraged some of the items that were prominent within the movie to reach out to members of the press. For example, Wall-E is fond of a paddleball so THQ sent 500 plastic logoed paddleballs to consumer, trade and enthusiast press.

“We ordered the paddleball after seeing Wall-E interact with a similar one in the film trailer,” says Karen Fujimoto, spokesperson for THQ. “It was too good to resist. The paddleballs were effective because they captured an element of fun, while serving as a leave-behind reminder that the game would be coming out soon.”

THQ also borrowed the idea of using an Igloo cooler from the film. Wall-E carries around a cooler throughout the film and places trinkets in it. The video game company held an event at the New York Hall of Science for dozens of members of the press and their families. As a thank you for attending, it gave away logoed coolers, hats, shirts and posters.

The gaming company is no stranger to such tactics. For Ratatouille it held a cooking event at the Institute of Culinary Education in New York and gave away logoed chef’s hats, aprons and bottles of thyme, a key spice for making the dish Ratatouille. “It’s a fun way to build some buzz with our press,” says Fujimoto.

With category leader Corona experiencing soft sales, Tecate is looking to take the opportunity to establish itself as the authentic Mexican beer. One of its strategies to show consumers its heritage was by holding its “Futbol Tecate” events throughout the month of July.The beer brand brought the Mexican First Division Club Soccer teams to four of its key markets to play exhibition games against local teams. The first match pitted the Colorado Rapids against the Tigres on July 9 at Dick’s Sporting Goods Park in Commerce City, CO.

Tecate understands how important futbol is within Mexican culture. It saw the exhibitions as a way to solidify its credibility with Hispanic consumers and prove its authenticity to other demographics.

At soccer games, Tecate gives out a flurry of premiums to the fans in attendance. “We always try to ensure that the items we use are a reflection of the brand’s character and of the specific event/promotion we’re participating in,” says Tecate brand director Carlos Boughton.

During soccer games, Tecate offers soccer keychains, soccer balls and even genuine soccer jerseys signed by the Mexican soccer stars. “We want to make sure that consumers see or take items that are reflective of Tecate’s bold personality as well as our involvement in soccer,” says Boughton.

Tecate also regularly partners with boxing matches where it gives consumers related promotional products like branded towels, framed shorts and gloves autographed by superstars like Oscar de la Hoya.

For the up-and-coming frozen treats company Dippin’ Dots, its movie tie-in with New Line Cinema’s Journey to the Center of the Earth was a big deal. To get the most out of its first-ever movie partnership, the 300-store chain wanted to come up with a way drive repeat purchases. To do so, they used a series of collector’s cards, beach towels and a trip to Reykjavik, Iceland as part of a sweepstakes that ran throughout July.

Dippin’ Dots, which make cryogenically frozen beads of ice cream, yogurt, sherbet and flavored iced, offered four collector’s cards with scenes from the movie. On the back was a maze they could navigate (once completed it made an image of a dinosaur or the outline of Iceland). The card also included a code that could be entered at Dippindots.com/journey. The code allowed consumers to enter to win a variety of awards. If they collect all four, they get an extra four entries.

Beyond the trip to Iceland, prizes included lots of free product such as DVDs, movie posters and a party pack that included a logoed beach towel. “Towels tie into summer,” says Terry Reeves, communications director for Dippin’ Dots. “They are great [advertising] if there is a retail stand around. People are always looking for a treat.” By entering the contest, consumers were also inducted into the new “40 Below Zero” loyalty program. “The bottom line is building a database of people opting into the loyalty program. Offering the collector’s cards and other prizes entices them to become repeat consumers,” Reeves said. The movie opened nationally July 11.

For half a century, the International House of Pancakes has been stacking them tall or stacking them short. To celebrate its 50th anniversary, the popular breakfast chain has hit the road. From May to September, “IHOP’s Discover America Road Tour” will hit 61 Minor League Baseball games in 27 cities across 8,500 miles. The trip will not only promote IHOP’s golden anniversary, but also its nine new pancake flavors.The Most Valuable Pancake (MVP) mascot will entertain the crowd each game and hand out collector’s cards and T-shirts. All baseball fans receive the cards when entering the stadiums; they include information about the new “Discover America Pancakes” and a buy-one-get-one-free offer.

Fans get the chance to win a T-shirt, which bears the chain’s 50th anniversary logo on the front and the cities the tour visited on the back, by interacting with the MVP and participating in games. “The promotional aspects, particularly the baseball cards, help generate additional awareness before and during the games,” says Jennifer Pendergrass, communications manager at IHOP.

Consumers can also participate online at IHOP.com. Here, they can enter the “Discover America Sweepstakes” and vote for their favorite new pancake flavor and answer state-themed trivia questions for a chance to win prizes. Grand-prize winners get a trip to Chicago, New York or Los Angeles. Other prizes include a $50 IHOP gift card redeemable at any of the 1,300-plus participating IHOP locations and baseball memorabilia contributed by the minor league ball clubs. The contest ends Sept. 7.