Actually, more like the only swag at the Detroit show, but what a cool thing it is. Ford handed out these toy Focus models at the end of its press event. Turns out that the back "license plate" swings out to reveal that it's actually a flash drive containing the press kit.
I got to see the auto shows before they began to wind down in the face of the new economy. I saw the cars crashing through windows, the celebrity appearances, the food and booze piled high in every booth. And there was swag, so much that if you collected it all, you couldn't carry it all home. Some of it got ridiculous: bongo drums, flashlights, radio-controlled cars, folding chairs. Ones for the more popular models were often on eBay the moment they were handed out.
I prefer the more realistic approach -- for one thing, it's a lot easier to get press kits, without fighting through a mob determined to get the freebie. But I do like this little car. It's one kit that'll stay on my desk, rather than in the drawer.