In light of tomorrow’s theatrical debut of Cars 2, Goodyear – or Lightyear as the brand is known in the Disney-Pixar film – has partnered with Walmart and Disney to offer exclusive downloadable characters to the Cars 2 video game via a special code found in materials at all US Walmart locations.

The Ohio-based tire maker, which has proven a natural marketing partner for the racing-themed kids franchise, has transformed its website homepage to be branded as Lightyear and is featuring behind-the-scenes content from the movie.

On the retail level, Goodyear will be supporting Cars 2 via national in-store consumer advertising, value-added offers, signage and sale materials at Goodyear-owned and participating independently owned and operated locations across the US.   Materials include Cars 2-themed tire toppers, table tents, tire stickers, temporary tattoos, song download cards and movie tickets, among others.

Goodyear will also support the film through advertising efforts with national print advertorials in FamilyFun and Parenting, television spots featuring footage from the movie on HGTV, Food and TLC, and in-theater advertising featuring print in-lobby posters, in-lobby Trailervision spots and pre-movie on-screen Screenvision spots.