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Nickelodeon to Drive Chrysler Town & Country Campaign

Instead of a new puppy or toy fire truck, Chrysler is hoping little Tommy or Sally will nag mom and dad for a new 2008 Town & Country minivan this time around.

It won’t be long before their dreams may come true, as Chrysler announced Monday that it struck a multimillion-dollar advertising and promotional platform deal with Nickelodeon.

The alliance will help to strengthen Chrysler’s push to advertise toward a big target audience for the automobile: family and children.

The minivan features Sirius Backseat TV, which will now broadcast Nick and Nicktoons for the first time.

“We are truly excited about this collaboration between Chrysler and a strong entertainment brand geared toward families, as well as kids,” Chrysler director of global marketing and communications Dave Rooney said in a prepared statement. “The Town & Country minivan, featuring Sirius Backseat TV, is for the tech-savvy family, so who better at Nickelodeon to partner with than Jimmy Neutron, the genius inventor?”

Chrysler will sponsor Nickelodeon’s Slime Across America summer tour, which launches in July. At each of the 20 tour stops, Chrysler will put up an interactive Town & Country display featuring Sirius Backseat TV.

“Chrysler is pairing up with one of our hottest TV properties on a variety of kids and family platforms and is joining us on the ride to slime America,” Nick executive vice president of 360 brand sales Jim Perry said in a prepared statement. “This collaboration is a great example of the custom packages Nickelodeon and MTV Networks Kids and Family can offer marketers to get messaging out to target audiences in the kids and family space.”

Jimmy Neutron will be a big player in selling the minivans by appearing in custom spots on television and online, interacting with the new features of the Town & Country. Nickelodeon’s slick-haired Neutron will also take pictures with people at the Slime Across America tour stops and will make frequent appearances at auto shows and mobile tours throughout 2007-08.

The advertising campaign is slated to kick off Oct. 1, and it will be featured on Nick, Nick at Nite, GoCityKids, Nickjr.com, Noggin.com and Shockwave.com. Chrysler’s ads will also be found in magazine ads in Nick consumer publications.