Hoping to show the kid-friendly appeal of the new satellite television-equipped Town & Country minivan, Chrysler is pairing with Nickelodeon in a multi-million-dollar, multi-media marketing blitz that will include an extensive online element.
The campaign, scheduled to launch in October, will include cartoon inventor Jimmy Neutron who will appear interacting with the vehicle's features. Run-of-site ads are planned for Nickelodeon's
"adult targeted" sites: GoCityKids.com, Nickjr.com, Noggin.com and Shockwave.com, according to Nickelodeon spokeswoman Joanna Roses. Chrysler.com will also carry some Jimmy Neutron content focusing on the Town & Country.
Omnicom's PHD, BBDO and Organic are the Chrysler agencies involved in the campaign, said Roses. "The creative units have not been determined yet," she added.
The deal marks the first time Chrysler has advertised on Nickelodeon, according to a statement issued by Jim Perry, a Nickelodeon EVP, and Dave Rooney, a Chrysler marketing director. The Town & Country's Sirius Backseat TV system will display programs from Nickelodeon and Nicktoons Network.
In addition to the Web site advertising, Chrysler will advertise the minivan on Nickelodeon and Nick at Nite as well as on the in-house TV network at the Suites by Holiday Inn in Orlando, Fla. from November to January.
Rooney and Perry said Jimmy Neutron was chosen to be the centerpiece of the campaign because "tech savvy" families will be drawn to the Town & Country, "so who better at Nickelodeon to partner with than Jimmy Neutron, the genius inventor."
Chrysler is also serving as the exclusive automotive sponsor for Nickelodeon's "Slime Across America" summer tour. Beginning in July, the tour will make 20 stops across the country and families will be able to try the Sirius Backseat TV system at each stop. They'll also be able to get their pictures taken with a Jimmy Neutron costumed character.
Chrysler Group will be the first automaker to offer Sirius satellite television. The feature will also initially be available in the Dodge Caravan minivans and subsequently in other Jeep and Dodge vehicles, according to Chrysler. In addition to Nickelodeon programming, it will have the Disney Channel and Cartoon Network.
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March 19, 2014