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.
