Car companies usually employ lots of gimmicks to get people to buy cars, but this takes the pic-a-nic basket.
In Sweden, Volkswagenhad a special offer on their 4Motion cars, best suited for handling wintery conditions, that only ended when a hibernating bear woke up. They had a webcam on the bear so you could watch him slumbering all winter, and a 'pool' where users could guess when the offer would end for a chance to win a grand prize.
Not sure what the bear got out of the gig - a new car maybe? Or maybe just some honey.