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Discovery Inks Chrysler Sponsorship

4/08/2004 4:48 PM Eastern

Discovery Networks U.S. has signed Chrysler as the exclusive automotive sponsor of the upcoming Discovery Channel series No Opportunity Wasted Now, which will bow in the fourth quarter.

Under the pact, terms of which were not disclosed, the automaker’s new 2005 300C sedan, will be prominently featured in the show, which will create once-in-a-lifetime experiences, like eating a five-star dinner on the edge of a volcano, assembling your old high-school football team to replay the game lost 20 years ago, organizing your own Kentucky Derby or auditioning for a Broadway show.
In addition to category exclusivity, the deal also calls for the car to appear in the opening of each episode. Chrysler will also receive other product integration opportunities throughout the series, notably host Phil Keoghan driving a Chrysler 300C around the country to notify contestants that they’ve been chosen to live out their dreams. The sedan also will be featured in co-branded customized vignettes airing on the Discovery Channel.
The deal also includes an iMedia element, which includes co-branded information on the partnership on Discovery.com, co-branded online promotional materials and logo inclusion on the Web site (www.discovery.com).
Chrysler will also serve as the category-exclusive sponsor of a new broadband content area on Discovery.com.

 

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