Nickelodeon has teamed up with Chrysler in a multi-million dollar partnership.
The agreement is part of Chrysler’s effort to target families to promote its 2008 Town & Country minivan. The vehicle highlights Sirius Backseat TV, which will broadcast Nickelodeon and the Nicktoons network.
Terms of the partnership were not disclosed.
Under the deal, Chrysler has signed on as the exclusive automotive sponsor for Nickelodeon’s Slime Across America summer tour, which kicks off July 2. Chrysler will be part of the mix starting July 7, when the brand will showcase an interactive Town & Country display during the 20-city tour. The automaker will also offer on-site photo opportunities with a Jimmy Neutron costume character.
“We were looking for a way to create awareness of the Chrysler Town & Country with families on a grassroots level, and the Slime Across America Tour provides us with an amazing opportunity to do so,” said Dave Rooney, director, Chrysler global marketing and communications, in a statement.
The Jimmy Neutron character will be featured in customized Chrysler spots starting in October.
Also this fall, Nickelodeon will display a Town & Country vehicle with an on-site specialist at the Nickelodeon Family Suites by Holiday Inn in Orlando, FL from November to January. Custom TV spots will air on the hotel’s in-house network, while hotel branding will be offered on Chrysler.com.
In a separate development, Nickelodeon announced executive Pam Kaufman has been named chief marketing officer of Nickelodeon/MTVN Kids and Family Group, a newly created position.
In her new role, Kaufman leads all marketing efforts for Nickelodeon, including television, digital, consumer products, Nick Movies and MTVN Kids and Family Group brands The N, Nick at Nite, Noggin and Nicktoons Network. She continues to oversee the company’s advertising and multicultural efforts, working with Nickelodeon International on the initiative.
Kaufman is also in charge of finding new ways to refresh the brand. She most recently spearheaded the Slime Across America tour, which led to the 20th Annual Kids Choice Awards. A second iteration of the tour gets underway July 2.
In addition, Kaufman is in charge of growing Nickelodeon’s music brand and head up marketing for its music-related projects. The network recently teamed up with Sony Music Label Group to co-develop, co-produce and finance TV and music projects over the next four years.
Kaufman, whose post went into effect yesterday, left her previous role as executive vice president, marketing and worldwide promotions for Nickelodeon/MTVN Kids and Family Group. The company does not plan to hire a replacement. While in that job, Kaufman handled multi-million dollar sponsorships for Nickelodeon properties, including SpongeBob SquarePants and Dora the Explorer.
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