Chrysler announced this week its sponsorship of NBC’s new prime-time reality show, The Apprentice, which premieres tonight.
The sponsorship includes automotive exclusivity, with advertising in each episode throughout the series, promotional spot mentions and a Web site presence. Chrysler will also be integrated into one of the final episodes of the series.
As part of the Web-based, view-vote-win promotion, viewers will have the opportunity to select one of four Chrysler vehicles to be given to the winning apprentice during the season finale. Chrysler will also launch two of the vehicles, the 300C and PT Cruiser Convertible, during the run of the series. Additionally, one viewer will win a vehicle in the Chrysler/Apprentice Sweeps.
Chrysler will also be hosting local market events. Promotional support will be featured at Regal Theaters, in magazines, on targeted cable, DirecTV, Dish Network and network radio.
The Apprentice, described as the ultimate job interview, follows a group of highly motivated and ambitious young entrepreneurs competing for the opportunity to become the protégé of Donald Trump. The show is the first reality drama to focus on surviving in the fast-paced world of business.
Detroit-based ad agency BBDO handles.
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