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Dish, Dodge Set Interactive Effort

Over the next few months, DaimlerChrysler AG will calibrate the impact of an interactive ad campaign backing one of the models of its Dodge brand.

The interactive initiative for the 2007 Dodge Caliber began on EchoStar Communications Corp.’s Dish Network earlier this month and will continue through July. Developed by the satellite provider and Turner Media Group, the campaign will reach close to 12 million interactive Dish subscribers.

The multi-level campaign, built by OpenTV Corp., consists of 30-second TV spots scheduled to run across dozens of cable networks that link viewers via an on-screen pop-up message, or “trigger,” to an interactive Web-like environment on their satellite TV.

Viewers then can use their TV remote to tap applications enabling them to, among other things, view photos of the Caliber; check weekly features that focus on a different aspect of the car; request a CD filled with games and wallpaper; locate a dealer with up to nine-digit ZIP-code precision; click through to Turner Media Group’s iDrive TV channel to watch an expanded version of a TV spot detailing the model’s capabilities; and enter the iAd through a banner ad on the Dish Home portal that coincides with the TV campaign.

“Caliber buyers are savvy TV viewers who will enjoy the convenience of interactive television to take their first test drive,” Mark T. Spencer, senior manager for Dodge Communications, said in a statement.

Chrysler Group, TMG and Dish previously collaborated on a fall interactive-TV campaign for Jeep.