CBS has entered into an exclusive partnership with Cadillac to launch the Network’s Monday night primetime lineup and unveil the 2008 Cadillac CTS.
The multi-platform campaign, dubbed "The Cadillac of Premieres," will include client-integrated promotions for television, Internet, and print and will cap off with a Cadillac-sponsored premiere party attended by stars from all of CBS’s Monday night shows. This marks the first time CBS has worked exclusively with one client to launch a single night’s lineup.
The launch includes a print extension, featuring the world’s smallest USB stick packaged into the 9/21 issue of Entertainment Weekly magazine (on sale Sept. 14). The re-useable flash drive will come filled with content from CBS’s Monday night lineup and previews of the 2008 Cadillac CTS. The device will also allow users to download a widget that will provide them with constant updates relating to CBS programming and the Cadillac Promotion as well as a video player showcasing the network’s daily schedule and episode previews.