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Fuel Industries’ has created an amusing new online campaign for the DVD release of Eragon. The site opens with a video introduction of a vehicle covered in a black tarp and shaped suspiciously like a VW Beetle. Once you wait through the intro the tarp blows off to reveal the Saphira 2007, a majestic dragon that can be customized with car-centric features like paint scheme, stereo system and seating configuration. The implied homage to Volkswagen extends to the tag line “Riders Wanted”. While the site is probably the best DVD launch promotion I have seen I do wish that the intro was either shorter or more interactive as you get the joke about a third of the way in and have to wait for the punchline.

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