TIVO TO FEATURE LONG-FORM CHRYSLER ADS

Five Works to Air From 'Million Dollar Film Festival'

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NEW YORK (AdAge.com) -- TiVo and Chrysler Group have agreed to a deal to promote the carmaker's 2004 Crossfire model and spotlight top works from its Million Dollar
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Film Festival.

The 2-year-old film festival is produced by Hypnotic, a TV, film and commercial production company; Universal Pictures; and DaimlerChrysler. The festival pits young, independent filmmakers against each other in a 10-month competition to create the best long-form commercial for a Chrysler model. The winner gets a contract to produce a feature film with a $1 million production budget. Runners-up, in addition to the winner, will receive TiVo units and a lifetime subscription to the TiVo service.

Advertainment films
Now, some will get to watch their own advertainment films for Chrysler products on TiVo, which will run the Crossfire commercials in one of its "showcases" from July 8-22, according to the announcement today.

"Showcases" are a TiVo format designed specifically for long-form advertising. A collection of commercials, each about three to five minutes long, is made available for a few weeks to TiVo viewers who can preview the ads or access other information about the product through the TiVo iPreview option.

The target for the Crossfire promotion is predominantly men ages 35 to 54 with annual incomes of more than $100,000; 93% of the target audience is on the Internet, according to Chrysler.

An affluent audience
"As we looked at all of the mediums available to us, we saw that TiVo brings a very affluent audience of early adopters and influencers," said Bonita Stewart, director of Chrysler brand communications. The showcases, Ms. Stewart said, "allow us to tell a greater story as it relates to the Chrysler Crossfire and its positioning, 'Dreamed in America. Crafted in Germany.' " The showcase also gives Chrysler another venue to screen the short films. Ms. Stewart called the films "extreme" -- they were cast, shot and edited within 10 days.

Subscribers can select video clips of a trailer featuring three of the five Crossfire finalists. Viewers then can schedule a recording to see seven of the short films entered into the competition in their entirety using the preview option. A video clip will provide a preview and information about an upcoming program on the Speed Channel cable network that features the Crossfire. Viewers will be able to record directly from the Speed Channel.

Omnicom Group's BBDO Worldwide, Detroit, is Chrysler's lead ad agency.

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