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Chrysler announces ad blitz for return to Nascar

Published on .

A massive ad and promotional blitz from DaimlerChrysler AG's Dodge Division is expected to be announced today in preparation for its return to Nascar Feb. 15 at the Daytona 500. Among the 65 elements and co-branding pushes: a new, national TV spot due to break this week from BBDO, Troy, Mich.; a multimedia-promoted sweepstakes with TV Guide; a TiVo sponsorship reaching 400,000 TV sets this year; Coors Light commemorative beer cans with in-store displays; promotions on 22 million General Mills' cereal boxes; and collectible Mountain Dew cans promoted via print and broadcast media.

Copyright January 2001, Crain Communications Inc.

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