|Chevrolet has bought all the commercial time on the Sept. 22 broadcast of 'The Tonight Show' for its HHR vehicle promotion.
For its Impala sedan, Chevrolet has arranged to have the vehicle's leaping logo digitally embedded into backgrounds of five CBS prime-time programs: CSI; Yes, Dear; NCIS; How I Met Your Mother; and Threshold.
Kim Kosak, general advertising director of Chevrolet, declined to discuss financial terms of either buy.
For the Tonight Show deal, host Jay Leno will introduce five, pre-taped HHR segments in the advertising pods featuring comedian Andy Dick.
The HHR promotion also included an online sweepstakes being conducted at hhrya.com, which encourages consumers to send in photos and videos using the letters HHR. The winner gets a customized HHR. Mr. Dick's on-air segments will show some of the most creative consumer submissions received.
Online gets 20% of budget
As another part of the HHR promotion, GM is conducting the biggest digital launch in its history, with 20% of the overall budget earmarked for Internet executions, Ms. Kosak said.
Chevrolet also will be the presenting sponsor of America Online’s online reality show The Biz, which will integrate HHR into tasks involved in the contestants' efforts to become a music mogul. A partnership with Yahoo’s Music Mods allows consumers to make their own music videos and e-mail them to friends. In Fashion Rocks, Nellie will perform live with the HHR on stage for the Sept. 9 broadcast.
In the Impala campaign, the brand's digitally embedded logo will appear for roughly eight seconds in the background of the CBS shows. As part of a related co-branded promotion at cbs.com/impala, consumers will be able to register for a chance to win one of the 2006 vehicles.
Both vehicles will also be backed by national TV and print ads. The Impala’s national TV commercials are the first for the car since 2003.
GM’s North American auto operations suffered back-to-back losses in the first and second quarters. Its North America woes pulled the corporation into a loss in the second quarter.
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Claire Atkinson contributed to this report.