AOL Time Warner has become the exclusive integrated marketing partner for the Chrysler Group's cross-platform “Home for the Holidays” program, the two companies said yesterday.
America Online will create and host an interactive “Home for the Holidays” Web site that will serve as the campaign's focal point, the companies said. Consumers will be able to find information on Chrysler Group products and programs, participate in a “You've Got Pictures” contest, send personalized e-greetings to friends and family and get driving directions from AOL's MapQuest while planning holiday trips.
The program offers consumers a seven-year/100,000-mile drivetrain warranty on 2001 and 2002 model Chrysler, Jeep and Dodge vehicles bought between Nov. 1 and Dec. 31. The campaign will be promoted through an Internet-based integrated campaign across Time Warner's online, print and television brands.
Time Inc. will feature “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 “joys of connecting with loved ones during the holiday season.”
Turner Broadcasting System will feature Chrysler Group through its sponsorship of the Thanksgiving Day Movie Marathon on TNT. Chrysler Group also will be a sponsor of TNT's annual 24-hour showing of “A Christmas Story.”
Other forms of promotion include “Holiday Snapshot” vignettes with the “Home for the Holiday” theme appearing on CNN and CNN Headline News that will offer tips on holiday travel, volunteering and family traditions.