Chevy Runs Cross-Platform Campaign with Nick

Chevrolet signed with Nickelodeon to run a multi-million dollar ad and promotional campaign across the children’s entertainment brand’s media platforms, including online.

The campaign will appear on Nickelodeon Television, Nickelodeon and Nick Jr. magazines, and Nickjr.com. The messaging focuses on the Chevrolet Uplander, and in particular PhatNoise, an in-vehicle digital entertainment system with support for audio, video and games.

Visitors to Nick Jr.’s site can test the PhatNoise technology and can enter sweepstakes. Up for grabs are a vacation at the Nickelodeon Family Suites by Holiday Inn and a Chevrolet Uplander LT. The first-ever Nick hotel will open Memorial Day weekend, and two Uplanders will serve as courtesy cars for the hotel.

The deal also calls for Nickelodeon to supply in-vehicle content for the Uplander and other GM family vehicles with digital entertainment systems that use PhatNoise.

“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,” said Jim Perry, SVP of Nickelodeon ad sales, in a statement.

The partnerships commenced last month, and financial details were not disclosed.