VIACOM AND SATURN INK 'SURVIVOR' DEAL
Four-Week Cross-Platform Ad Blitz Hypes Reality Show and Ion Car
February 10, 2003
NEW YORK (AdAge.com) -- Viacom Plus, Viacom's cross-platform sales and marketing arm, has reached a new multimillion-dollar cross-platform deal to promote General Motor Corp.'s Saturn Ion automobiles in and around Survivor: The Amazon, set to debut Feb. 13 on CBS.
The deal includes Survivor and Ion-related spots on Viacom properties MTV, VH1, TNN and CMT as well as on Infinity Broadcasting and Westwood One. Expands earlier pact
The deal, which expands on an earlier overall deal making Ion the "official" car of Survivor is essentially a four-week ad blitz that includes a Survivor: The Amazon DVD, available only in Saturn showrooms, and a 30-minute cable TV special that will air on MTV and VH1.
GM Mediaworks, the automaker's in-house agency, and GM Planworks, the automaker's media planning operation managed by Publicis Groupe's Starcom MediaVest Group, were the two agencies involved in the deal.