Here's what Best Buy's website says:
Free Exclusive Key Chain
Today's hypothetical: if purchasers understand that this is a reference to the Impala (as they must be intended to do), does it matter that the promotional materials don't use the name? Is it better, from Chevy's perspective, that the key chain doesn't look much like the Impala? Or is it worse?
It only makes sense that CW's hit drama/horror series, Supernatural, would come with a collectible gift that celebrates the show's signature car.
And while supplies last, The Complete Fifth Season on Blu-ray or DVD includes a free Best Buy exclusive key chain on-pack.
My position is, of course, that the WB should be free to talk about the Impala, the show's third main character. (The Television Without Pity thread on the Impala is 100 pages long.) But the WB should also not be such a bully when fans do the same thing the WB has done.