Chrysler and Nickelodeon Plan Multimedia Marketing Deluge

Chrysler is pairing with Nickelodeon in a multi-million-dollar, multi-media marketing blitz that will include an extensive online element.

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.

Subscribe to get your daily business insights

Whitepapers

US Mobile Streaming Behavior
Whitepaper | Mobile

US Mobile Streaming Behavior

5y

US Mobile Streaming Behavior

Streaming has become a staple of US media-viewing habits. Streaming video, however, still comes with a variety of pesky frustrations that viewers are ...

View resource
Winning the Data Game: Digital Analytics Tactics for Media Groups
Whitepaper | Analyzing Customer Data

Winning the Data Game: Digital Analytics Tactics for Media Groups

5y

Winning the Data Game: Digital Analytics Tactics f...

Data is the lifeblood of so many companies today. You need more of it, all of which at higher quality, and all the meanwhile being compliant with data...

View resource
Learning to win the talent war: how digital marketing can develop its people
Whitepaper | Digital Marketing

Learning to win the talent war: how digital marketing can develop its peopl...

2y

Learning to win the talent war: how digital market...

This report documents the findings of a Fireside chat held by ClickZ in the first quarter of 2022. It provides expert insight on how companies can ret...

View resource
Engagement To Empowerment - Winning in Today's Experience Economy
Report | Digital Transformation

Engagement To Empowerment - Winning in Today's Experience Economy

1m

Engagement To Empowerment - Winning in Today's Exp...

Customers decide fast, influenced by only 2.5 touchpoints – globally! Make sure your brand shines in those critical moments. Read More...

View resource