The estimated cost of marketing "Superman Returns" in the United States was $45.5 million, the second-highest of the year behind Disney's $53.5 million campaign for "Cars". Warner Bros. made tie-in deals with General Mills, Burger King, Duracell, Pepsi, Doritos, Papa John's Pizza, 7-Eleven and Colgate. The film was also advertised with Red Bull Racing Formula One cars at the 2006 Monaco Grand Prix. David Coulthard managed to get the team's first top three finish that day; on the podium, he wore a Superman cape in celebration of his achievement. NASCAR Sprint Cup champion Jeff Gordon also sported the "Man of Steel" look by promoting the movie on his #24 Chevrolet Monte Carlo in the 2006 Pepsi 400 at Daytona International Speedway. Troy Bayliss appeared in promotional "Superman" leathers and sported a cape on the podium following a win and a 2nd place at the 2006 Brands Hatch Superbike World Championship round on his way to winning that year's championship. The National Geographic Channel released "The Science of Superman" on June 29, 2006: a television special that studied popular science analogies with the Superman mythos. Singer admitted at 2006 Comic-Con International that he was dissatisfied with the marketing and promotion. "A lot of people did their job, and a lot didn't".