MediaBuyerPlanner: In a multimillion dollar deal, Chrysler has partnered with Nickelodeon for the first time, to plug its 2008 Town & Country minivan, specifically emphasizing the vehicle’s Sirius-powered Backseat TV.
Chrysler will serve as the exclusive automotive sponsor for Nickelodeon’s Slime Across America tour, which will make 20 stops across the country, writes ClickZ. Families will have the chance to try out the backseat TV system at each stop, and kids can have their pictures taken with Jimmy Neutron.
The deal also includes an extensive online element, with run-of-site ads on GoCityKids.com, Nickjr.com, Noggin and Shockwave.com. The deal also includes ads on Nick’s main television network as well as Nick at Nite.
The deal was made outside the upfront, according to MediaPost. Networks have begun to say they are willing to make deals all year round in order to execute such multi-platform, complex partnerships.
Omnicom’s PHD, BBDO and Organic are the agencies involved in creating the campaign.
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