Chrysler Goes 'Live With Regis and Kelly'

Town & Country Promo Integrated Into Show's Anniversary

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DETROIT -- The "new" Chrysler launched its 2008 Town & Country minivan this week on the syndicated "Live With Regis and Kelly" via an integrated promotion celebrating the show's 20th anniversary as a national program.

Photo: Disney/ABC Domestic Television
Kelly and Regis will call one entrant every day starting Sept. 4 and that person must correctly answer a trivia question about the program and its past 20 seasons to win a Town & Country minivan.


During the TV broadcasts, the show's hosts will encourage viewers to register at its website website to win one of "20 Minivans in 20 Days." the show's hosts, Regis Philbin and Kelly Ripa, announced the giveaway this week on the air and showed off the prize onstage, a top-of-the-line Town & Country Limited.

The morning-talk-show hosts will call one entrant every day starting Sept. 4 and that person must correctly answer a trivia question about the program and its past 20 seasons to win the vehicle. Chrysler supplied the show with minivan videos of different lengths that will air during the shows.

Prominent website placement
The Town & Country has prominent placement on the TV show's website. Michael Curmi, senior manager-entertainment marketing at Chrysler, said there will be a hyperlink from the TV show's site to the auto brand's site, Chrysler.com.

The show's producers came directly to him exploring ways to mark the show's milestone. "This is not part of the upfronts. This is not advertising" in the traditional sense, he said.

The deal will build awareness that Chrysler has an all-new minivan, which is showcased in a positive light on the program, Mr. Curmi said. Other benefits were the show's anniversary matched the minivan's launch schedule and the show's demographics matched the Town & Country's.

The automaker said its main target for the Town & Country is married couples between 35 and 45 with two or more children older than 6, a median annual household income of $80,000. A secondary audience is empty-nesters between 55 and 65 with a median annual household income of $60,000.

Agencies involved in deal
Chrysler collaborated with its national agency of record, BBDO Detroit, media shop PHD, both Troy, Mich., and online agency Organic, Bloomfield Hills, Mich.

The minivan has been one of Chrysler's core models, and the redone version will be crucial to the success of the automaker, now a private company since Cerberus Capital Management acquired a majority stake in recent weeks.
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