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Cross-Media Deal Promotes Automaker's Warranty Effort

By Published on .

DETROIT (AdAge.com) -- Chrysler Group announced an exclusive cross-platform media deal with AOL Time Warner for its "Home for the Holidays" seven-year and 100,000-mile warranty ad campaign.

The auto marketer said a contest on America Online will encourage visitors to submit holiday photos. Chrysler will also advertise the limited-time warranty deal in at least five Time Inc. titles, including Fortune, People and Time.

Commercials for the warranty, from Omnicom Group's PentaMark Worldwide, Troy, Mich., will also air during daylong Thanksgiving and Christmas broadcasts on Turner Broadcasting System's TNT and CNN.

When Chrysler revealed the warranty Nov. 1, it only discussed a TV and national newspaper buy. The deal ends Dec. 31.

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