Walt Disney Studios Motion Pictures and Northwest Airlines WorldVacations teamed up to promote the theatrical release of UP with the “Up Adventure of a Lifetime” Sweepstakes. To enter, users registered on MySpace and then had to list the UP MySpace profile page as one of their top friends to their own MySpace profile page. They then had to add a comment to the UP profile on MySpace. The winner was chosen randomly and received a three-night trip for four to any European location serviced by Northwest Airlines. Besides offering a way to enter the sweepstakes, the movie’s MySpace page lets visitors view trailers of the film and watch short episodes with the movie’s main characters. They could also click to learn more about those characters, read a plot synopsis, view a gallery of stills, or download wallpapers, posters and buddy icons. The MySpace profile page linked to both the movie’s official page on the main Disney site and to a dedicated movie page on Yahoo with videos, stills and a countdown widget. The promotion ran from May 4 through June 8, 2009.