Coca-Cola mini R/C car campaign

Coca-Cola has just finished up an interesting promotion where they sold mini R/C cars along with a regular bottle of Coke. The four choices of cars were branded as old-style Coke delivery trucks, and the reverse side of the remote controls as vending machines.

At $6, these are special purchases, but not that out of the ordinary. If anything, the Coke was secondary to the purchase of the car, despite it being displayed with other refrigerated drinks. Why offer a mini R/C car by sending in money and a POP when you can just sell it to customers right there in the store without the hassle? I saw these on display in my local 7-11 and they were all gone within a couple of days, never to return.