To introduce its new Mega Pizza Rolls to active teens General Mills’ Totino’s brand is entering the action sports arena with a sponsorship of the 2007 Winter X Games in Aspen CO in January. (Agency: Fuse Burlington VT.) At the event the brand’s main goal is to “get hot pizza rolls into cold hands ” associate marketing manager Casella Okulaja told Buzz. But the company has a three-pronged approach to integrate the brand into the property:

Subaru of America used its sponsorship of this month’s Balboa Park December Nights community festival in San Diego to highlight the company’s ties to action sports. The company which sponsors the U.S. Freeskiing Series and other action sports properties set up a 30-foot-wide screen billed as the Subaru Starlight Cinema.
 
The company screened the extreme skiing movie “Pull” (which Subaru helped finance) and footage from the 2006 X Games where Subaru-sponsored athletes won all three medals in the rally car racing competition.
 

General Motors used a bash at New York City's Hard Rock Café to unveil three Saturn vehicles in concert with the automaker's presence at this week's New York International Auto Show.

At 10:45 p.m. last Tuesday the night before the show's media preview the Sky roadster was revealed on top of the marquee on the Hard Rock with rock group Camp Freddy (that's Dave Navarro's new band mister) playing up on the roof.