Chrysler Group Announces Innovative Cross-Platform Marketing Campaign
NEW YORK & AUBURN HILLS, Mich.--Nov. 8, 2001--Initiative To Feature Chrysler, Jeep and Dodge Products and
Programs Through Exclusive Integrated Promotion Across AOL Time
Warner's Wide Range of Online, Print and Television Properties
Campaign Offers American Families a Seven Year / 100,000 Mile
Drivetrain Warranty
AOL Time Warner and Chrysler Group today announced that AOL Time Warner will be the exclusive integrated marketing partner for the automotive company's cross-platform "Home for the Holidays" program. "Home for the Holidays" offers consumers a seven year / 100,000 mile drivetrain warranty on all 2001 and 2002 model Chrysler, Jeep(R) and Dodge vehicles purchased between November 1 and December 31. The program will celebrate the American family through an Internet powered, integrated campaign across AOL Time Warner's unparalleled online, print and television brands.
America Online will create and host an interactive "Home for the Holidays" experience via a Web site that will serve as the center-point for the campaign. Consumers can easily find information on Chrysler Group products and programs; participate in a "You've Got Pictures"(SM) contest; send personalized e-greetings to friends and family; and get the best driving directions from AOL's MapQuest(TM) while planning their holiday trips.
Time Inc. will feature several "Home for the Holidays" advertisements through special pages in ENTERTAINMENT WEEKLY, FORTUNE, PEOPLE, SPORTS ILLUSTRATED and TIME that promote Chrysler, Jeep and Dodge products and highlight the American family and the joys of connecting with loved ones during the holiday season.
Turner Broadcasting System will feature Chrysler Group through their sponsorship of the "Thanksgiving Day Movie Marathon" on TNT that will include popular films like A League of Their Own, Sleepless in Seattle and Rush Hour. DaimlerChrysler will also be a sponsor of TNT's annual 24 hour showing of A Christmas Story. In addition the "Home for the Holidays" theme will appear in "Holiday Snapshot" vignettes on CNN and CNN Headline News that offer tips on holiday travel, volunteering and family traditions.
Myer Berlow, President of Global Marketing Solutions at AOL Time Warner said, "We're pleased to expand our longstanding relationship with Chrysler Group through this integrated campaign. AOL Time Warner's Global Marketing Solutions group is dedicated to providing our partners with the marketing solutions they need to reach the broadest range of consumers. By leveraging the combined strengths of our online, print and television brands, we're able to inform consumers of this great value and also provide the kind of integrated marketing solution that Chrysler Group can't find anywhere else."
Jeff Bell, Chrysler Group Vice President Marketing Communications, said, "Because of the very unique environment we live in, Americans are attuned to safety, security and a return to their roots as never before. That translates into a desire by many people to travel by car this holiday season. Our 'Home for the Holidays' program is designed to give our customers peace of mind during their time on the road. And AOL Time Warner provided us with a quick, creative and highly integrated way to get our message out during what is a very important time for all Americans."
Today's agreement builds on successful advertising relationships that DaimlerChrysler has held with Time Inc. and the Turner Broadcasting System as well as last year's initiative with America Online to provide the AOL service to DaimlerChrysler employees.
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