Nickelodeon signs with Chrysler for major minivan promotion


Nickelodeon has partnered with the Chrysler brand, in a new multi-million advertising and promotional multiplatform deal. The deal will highlight the Town & Country's SIRIUS Backseat TV which will, for the first time, broadcast Nickelodeon and Nicktoons Network. Chrysler has signed on as the exclusive auto sponsor for Nickelodeon's Slime Across America summer tour, which launches in July. The sponsorship package, which begins 7/7, includes an interactive Town & Country display where families can experience the Backseat TV on- site at each of the 20 tour stops. In addition, Chrysler will provide on-site photo ops with a Jimmy Neutron costumed character. Chrysler will also be featured in billboards on any of Nickelodeon's local cable affiliate spots geared around the tour.

The campaign, which begins this 10/1, will be divided between Nickelodeon and Nick at Nite, and digital sites,,, and magazine ads in Nickelodeon consumer pubs. Custom spots will be developed featuring Jimmy Neutron interacting with the new features of the Chrysler Town & Country minivan. Jimmy will also be featured in Chrysler's online effort on and the previously listed Kids and Family Group digital sites. Jimmy (in costume) will make appearances throughout 2007-08 at auto shows, mobile tours, and in-theater ads where Chrysler products are featured.

The deal also features a Chrysler Town & Country and a vehicle specialist on-site at the Nickelodeon Family Suites by Holiday Inn in Orlando from November through 1/08. Chrysler's custom spots will air on the hotel's in-house TV network. Nick Hotel branding will be featured on during the promo window.