In a spin on product placement, CBS is using a new form of technology to feature the Chevrolet Impala logo in five primetime shows this month, and is supporting the effort with a car give-away each night of the promotion.
Starting Sept. 19, the network will digitally insert the logo of the new Chevy Impala into five shows during premiere weekthe new comedy How I Met Your Mother; new drama Threshold; and the returning NCIS; Yes, Dear; and CSI: Crime Scene Investigation.
After viewers see the logo, they will be directed to a section on CBS.com to enter a sweepstakes to win an Impala. One car will be given away each night of the promotion.
The promotion marks the first time CBS has inserted a brand logo into prime time TV programming. It also marks a first for the network to use virtual product placement technology in a promotional campaign.
TV spots, print ads and online ads support. CBS will air a sneak peak of the shows on Sept. 14.
In a related promotion, Chevrolet is teaming with rival network NBC to build brand awareness for the new 2006 Chevy HHR sport utility vehicle. Chevy launched a Web site HHRYA.com in July inviting consumers to send video or photos of the letters “HHR” staged in a creative way.
Consumers can vote on submissions online using a rating of one to 10, with 10 being the highest. More than 1,000 entries have been submitted since the sweepstakes launched July 1. The promotion, which runs through Sept. 8, awards weekly prizes of an Apple iPod Photo or a Pioneer XM2GO to consumers who earn the greatest point total.
Five finalists will be selected for a special broadcast of The Tonight Show on NBC on Sept. 22. The top winner will receive a custom HHR during the last commercial segment of the broadcast.
HHR is sponsoring the special broadcast of The Tonight Show. Chevrolet will run five short “pods” created by comedian Andy Dick revealing some of the most creative HHR submissions.
The effort marks the first time an advertiser has purchased all commercial time with the show and filled that time with specially produced commercial pods. Internet materials and TV spots support.
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