"Wind Tunnel," a 30-second television spot that debuts today on network and cable TV, signals the launch of a comprehensive multimedia campaign for the 2007 Chrysler Sebring. It airs on "The Nine" (ABC), "20 Good Years" and "Biggest Loser" (both on NBC) and late-night talk show programs on NBC and CBS. After Nov. 1, the TV spot will run on such prime-time programs on ABC as "Desperate Housewives," "Lost," "Grey's Anatomy," and "Boston Legal;" on such NBC programs as "Law & Order: SVU," "Medium," and "My Name is Earl;" and CW programs, including "The Game," "Everybody Hates Chris," and "Girlfriends." Additional programming includes NFL and college football, golf and the NBA. Cable TV networks also will play a key role, with
Chrysler Sebring spots running on Food Network, HGTV, Fine Living, DIY, USA, BET, National Geographic, Animal Planet and more.
In addition to four print ads, plus "Wind Tunnel" and a second TV spot due later in November, the campaign includes:
* Internet placements, including search and home page roadblocks
* podcasting
* Internet games
* e-direct campaign
* 125,000 interactive CDs mailed to hand-raisers
* product integration on cable TV programs
* tie-ins with the Time magazine Person of the Year and People magazine's
"Sexiest Man Alive" issues
* consumer events
* direct mail
* sweepstakes and promotions
* advertising targeted at African American, Asian and Hispanic consumers
"Wind Tunnel" highlights some of the interior features of the 2007 Chrysler Sebring. An engineer watches from his control booth as the all-new Chrysler Sebring is tested in a wind tunnel facility. When he leaves the room to get a cup of coffee, a stream of smoke racing over the car decides to take a closer look at Sebring's interior. The voice-over explains the "MyGIG" Infotainment System, the heated and cooled cup holder and the refined leather- trimmed interior as the smoke passes over each one. The smoke exits the vehicle and returns to its normal duties just as the engineer returns to the control booth.
Print will appear in sports books like Sports Illustrated, Golf for Women and Tennis; in business magazines such as Time and Newsweek; in lifestyle publications, including Ladies' Home Journal, Better Homes and Gardens, Vogue Living, Redbook and In Style; automotive buff books including Motor Trend, Car & Driver, Automobile and Road & Track; as well as USA Today, Wall Street Journal and other national newspapers.
Product integration in cable programs includes "Movie Night" on Oxygen, "TBS Movie Extra Spotlight" on TBS, and "Character Road Trip" on the USA Network.
Later this month, the Sebring will be the only product advertised on the home page of Amazon.com for a 24-hour period. This Internet roadblock is expected to gain 5 million impressions from web viewers.
Since September the web page, www.Chrysler.com has been running an exclusive podcast of music legends and Internet games.
In the music legends podcast series, visitors to the Chrysler home page can download for free up to five tracks from featured artists, plus interviews of each artist. Available for downloading now is music by Johnny Cash, Miles Davis and Journey. Future artists include Gloria Estefan and Tony Bennett.
The use of a 2007 Chrysler Sebring is one of the prizes in a sweepstakes to be announced in December being created by "Everyday With Rachel Ray," the magazine developed by cooking author and TV show hostess Rachel Ray. The Culinary Road Trips Sweepstakes, presented by Chrysler, will award one winner a seven-day trip that includes airfare, hotel, meals, lodging and other fun elements. Internet Web pages will give consumers the opportunity to learn more about the Chrysler Sebring.
