MUMBAI: Viacom kids' channel Nickelodeon has partnered with Chevrolet in a multi-million dollar advertising and promotional multiplatform deal.
The agreement was announced by Nickelodeon senior vice-president ad sales Jim Perry and Chevrolet Uplander marketing manager Craig Scruggs.
Said Perry of the deal, "This partnership highlights the ubiquity of our brand, particularly for non-traditional advertisers, and will give Chevrolet and its new Uplander buyers the ability to connect with the Nickelodeon audience on a multiplatform level."
The partnership, which commenced in April 2005, is part of General Motors' efforts to target families in its Chevrolet Uplander advertising campaign.
According to a media release, the advertising buy will be divided between several Nick platforms including Nickelodeon Television, specifically the Nick Jr. block, Nickelodeon and Nick Jr. Magazines, and Nickjr.com.
The deal includes dedicated 30 second spots on Nick Jr. generating awareness of PhatNoise technology. Nickelodeon will supply in-vehicle content for the Uplander and other General Motors' family vehicles equipped with portable digital entertainment systems that contain PhatNoise technology.
The Nickelodeon properties that will be provided include SpongeBob SquarePants, The Fairly OddParents, Blue's Clues, as well as several Noggin and Nicktoons.
The company release adds that Uplander is the first vehicle to offer factory installed PhatNoise, a 40 GB portable, digital entertainment system, which stores and plays audio, video and games.
Scruggs said, "This collaboration brings together Chevy - America's brand - with a strong entertainment brand that fits very well into what the new Uplander is all about. Our PhatNoise system is the first in the industry, and the partnership with Nick strengthens the entire package."
Consumers can visit the Nick Jr. (www.nickjr.com) website to test the PhatNoise technology. While visiting the website, consumers also have an opportunity to win a vacation at the first-ever Nick Hotel, the Nickelodeon Family Suites by Holiday Inn (officially opening Memorial Day Weekend) and a brand new Chevrolet Uplander LT.
Chevrolet will also be lending support to the opening of the Nickelodeon Family Suites by Holiday Inn. An Uplander, along with a product specialist, will be on-site at the hotel for two months surrounding the Hotel's grand opening. Two Uplander vehicles will also serve as courtesy cars for the Hotel during the General Motors promotional window, as stated in the release.
