You’ve got to love The Simpsons.

Even if you don’t, you’ve got to love the way they’ve marketed this movie.

It’s masterful, really, and it carries a few lessons.

First, they pulled out the tried and true, with a contest to find THE Springfield. It’s been done a thousand times, but it worked…because it works. Springfields competed, publicity galore happened, and Vermont won. Simple and brilliant. The lesson: Don’t push so hard. Sometimes what’s obvious is what’s right—if you do it right.

Then it got more fun. Jet Blue captured a little of the magic it was known for before last winter, by becoming the Official Airline of Springfield. Jet Blue transported the “cast” to the opening in…yes, Springfield, Vermont. That would have been a nice idea. What was a great idea was when the Chairman of Jet Blue turned over his blog to C. Montgomery Burns for a few days. That’s Homer’s boss, and as you can imagine he had lots of great advice for Jet Blue and everyone else. The lesson: When you’re a full partner, put all your assets on the table and imagine the possibilities.

But, for those who missed it, here’s the best part: Product placement turned inside out. Placing products in the movie was a non-starter. It doesn’t fit. But turning 7-11s into fictional Kwik-E-Marts, with shelves full of Krusty-Os and “Squishees” pouring from the Slurpee machines, brought an animated movie into real life in a completely unexpected and strangely authentic way. The lesson: Turn standard ideas upside down and you might be surprised what you see.

I probably shouldn’t admit this, but I’ve never seen The Simpsons on TV. But I know good marketing when I see it, and this is it. That alone earns it $10 for my ticket.