Wal-Mart Spins, Fishes and Races

Wal-Mart is heading into the first full weekend of summer with a variety of events catering to the likes of Spider-Man fans, NASCAR devotees and junior fishermen. First up, Wal-Mart hosts the first of two Spider-Man 2 events on June 26. From 10 a.m. to noon, kids will receive a Spider-Man activity and comic book. They also can visit displays from film partners Dr Pepper and Kellogg/Keebler to collect stickers for the book. The Sony Pictures movie opens June 30. Sony's home entertainment division will also participate in the retailtainment event. Then, on June 28, the retailer will offer a "sneak peek" of the film on Wal-Mart TV. The 12-minute piece, which will air at 7 p.m., will include behind-the-scenes footage. The event was featured in the chain's May 30 circular. Wal-Mart has given heavy play to the film's tie-in merchandise over the past several weeks, with four-ways in Action Alley and a number of endcap placements. The retailer also offered photos with Spider-Man in its portrait studio the day of the film's release. Lobby standees touted the offer. Meanwhile, NASCAR this month launched its annual Road Show tour, which is stopping at Wal-Mart stores in Nextel Cup race markets through July 31. Coca-Cola Co., Kellogg and M&M/Mars are the tour's sponsors. The tour includes NASCAR-themed games and driving simulations inside stores, and parking lot events featuring trailers from the three sponsors. Visitors can participate in tire-changing races and have their pictures placed on the cover of Kellogg's Frosted Flakes or Cheez-It boxes. Lastly, Wal-Mart is sponsoring Land O'Lakes Kid Angler of the Year contest. Nominations, which must include a 100-word essay, are due by Nov. 1. Six winners will receive a $1,000 donation to their school and one grand-prize winner will travel to a 2005 FLW fly-fishing event of their choice. The contest is featured on wal-mart.com.

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