Nick, Chevy Ink Multiplatform Deal

May 9, 2005  •  Post A Comment

Nickelodeon signed a multimillion-dollar advertising and promotional multiplatform deal with Chevrolet, the companies announced Monday.

The deal, which took effect last month, is part of General Motors’ effort to target families with its Chevrolet Uplander advertising campaign. The Uplander sport van offers factory-installed PhatNoise, a 40 GB portable digital entertainment system, which stores and plays audio, video and games.

The advertising buy will be divided among 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. Properties that will be provided include “SpongeBob SquarePants,” “The Fairly OddParents” and “Blue’s Clues” as well as several Noggin and Nicktoons properties.