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MediaBuyerPlanner: XM is hoping to position itself as an auto accessory, and with that in mind, has entered into a sponsorship deal with Primedia's Motor Trend and Automobile magazines for the Coolest Car Challenge.
In the contest, 64 XM-equipped cars ranging from the Ferrari 612 to the Toyota Prius are offered up to contestants visiting XMcoolestcar.com to choose which is the coolest, writes Mediaweek. Contestants are hoping to match the editor's pick for the coolest car - if they do, they win $10,000 toward the purchase of the winning car.
In addition to sponsoring the contest, XM is purchasing about eight pages in the two magazines, spread out over the September, October and November issues - the satellite provider's first print buy in those titles in more than a year.
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