FYI 09.27.07

Jeep Gets Beefier Role in 'Men in Trees'

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Chrysler's second-generation Jeep Liberty SUV will play a part in this season's "Men in Trees" on ABC with product integration in several episodes and an online sweepstakes. Jeep's Jay Kuhnie, director communications, said the show's storyline will integrate new features of the redone 2008 model Liberty, including its big Sky Slider sun roof. He declined to reveal financial details.
Men in Trees - Jeep
Jeep is back for another season of 'Men in Trees.'


Jeep was an advertiser and had vehicle placements in the show, which is mostly set in fictional Elmo, Alaska, during its freshman season last year. This season's beefier deal was part of the upfronts, handled by Omnicom Group's PHD on behalf of Chrysler. Mr. Kuhnie said Jeep and ABC are still hammering out the details of the sweepstakes, but the premise is the winner can give a new Liberty to someone in their life. -- Jean Haliday

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ABC's "Extreme Makeover: Home Edition" is known for its extreme in-show advertising, whether it is their sponsorship by Sears or Ford giveaways. On Sept. 30, the Hilton Whistler Resort & Spa and Tourism Whistler will be the latest company to benefit from the do-good show, thanks to a 90-second montage placement in the season premiere.

The placement seems to be typical advertising fare, but it does have an unusual aspect, the price tag: $0. While Matter Entertainment, the entertainment-marketing company overseeing the deal, cites the media value at $960,000, the Hilton Whistler Resort& Spa did not pay for the integration and is not purchasing media. Matter based the value on a calculation of ABC's prime-time ad rate at $320,000 for 30 seconds. -- Kimberly L. Williams

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Tide is going mobile via an integrated partnership with GoTV Networks, a mobile television provider available by subscription through five wirless carriers (Alltel, AT&T, Boost Mobile, Sprint Nextel and Verizon Wireless). The P&G detergent is sponsoring a webisode series called "Crescent Heights," in which four young L.A. residents move into new apartments and do a lot of laundry. The episodes are also available online through tide.com and gotv.com. --Andrew Hampp

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Tween virtual world site Stardoll has its first clothing retail partners in DKNY and Sephora. The LVMH retailers have signed a one-year lease with the "starplaza," or Stardoll's virtual galleria, to promote their latest offerigns in clothes and makeup, with Sephora offering up a diverse palette of lip, eye and face makeup.

The social networking site began its branded partnerships by teaming with teen pop stars Avril Lavigne and Hilary Duff, the latter of whom also plugged her Stuff clothing line. But Duff and DKNY fans take note: There are currently no plans for cross-promotion between the two retailers any time soon, so don't go picking out a new Sephora lipliner for your virtual Duff doll just yet. -- A.H.
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