[01/16/07 - 09:55 AM]
CBS and Chevrolet Join Forces to Create a Multi-Platform Event Surrounding the "Chevy Super Bowl College Ad Challenge"
The winning team will be revealed during CBS's annual "Super Bowl's Greatest Commercials 2007" special on Friday, February 2.

[via press release from CBS]


The Challenge Culminates with the Broadcast of the Winning Commercial during CBS's Coverage of Super Bowl XLI

New York (January 16, 2007) - CBS and Chevrolet have joined forces to create a multi-platform event about the final stages in the "Chevy Super Bowl College Ad Challenge." The campaign includes reality webisodes to be featured on CBS.com, a presence in CBS's primetime special "Super Bowl's Greatest Commercials 2007" where the winning team from the Challenge will be announced, and culminates with the winning commercial airing during the Network's broadcast of Super Bowl XLI on Sunday, Feb. 4th.

As part of the "Chevy Super Bowl College Ad Challenge" Chevy has given students the chance to compete for the opportunity to have their idea for a Chevy ad produced for the 2007 Super Bowl which is one of the most coveted advertising spots on television with, on average, 90 million viewers tuning in to watch.

"Consumer-generated ads, in the age of the Internet and YouTube, have truly come front and center. Chevy is proud to be a leader in this area," said Ed Peper, General Manager of Chevrolet. "We were thrilled to host the finalists in Detroit and are eager to share what we taught them and what they taught us that weekend with the public through this partnership with CBS," Peper said.

"Marketers are looking to creatively engage audiences across multiple platforms, and this deal accomplishes that through online components, network television sponsorship and viewer interaction," said Jo Ann Ross, President, CBS Network Sales. "This is a unique package that taps into many different audiences while delivering great value for the client, and is an exciting way to engage both viewers and advertisers."

The online component of the campaign is comprised of eight Chevy-sponsored webisodes which premiere on Jan. 22 on CBS.com. The webisodes will take viewers behind the scenes of the "Chevy Super Bowl College Ad Challenge," in which more than 820 college teams registered for the opportunity to have their ad concept made into one of Chevrolet's Super Bowl commercials. The webisodes, produced by Juma

Entertainment, will range from three to eight minutes in length, and follow the five finalist teams as they travel from their hometowns to Detroit to make "the pitch." The webisodes will show them driving the Chevy vehicles featured in their ads -- the Aveo, Cobalt, Equinox, and HHR, refining their presentations with Chevy's advertising agency Campbell-Ewald, and presenting their ad concepts to Chevy executives.

The Chevy Super Bowl Ad Challenge then goes "primetime" in CBS's annual "Super Bowl's Greatest Commercials 2007" special which airs on Friday, Feb. 2. The winning team of the Chevy College Challenge will be revealed during the special and viewers will be able to see more behind the scenes footage of the competition. Chevy is the exclusive automotive sponsor of the special.

And two days after the winning team is revealed -- their concept will be seen by roughly 90 million viewers during one of the commercials Chevy has created for Super Bowl XLI.

The final two webisodes, showing the actual process of the making of the commercial, as well as other behind-the-scenes footage from the competition, will air following the primetime show and Super Bowl, on CBS.com.

All Chevy-sponsored webisodes to be featured on CBS.com were developed and produced by Juma Entertainment. The "Super Bowl's Greatest Commercials 2007" primetime special is also being produced by Juma Entertainment in association with IMG Media and Robert Dalrymple Productions. Robert Horowitz and Steve Mayer are the executive producers, and Robert Dalrymple and Tony Lanni are the producers.

About CBS Corporation

CBS Corporation (NYSE: CBS.A and CBS) is a mass media company with constituent parts that reach back to the beginnings of the broadcast industry, as well as newer businesses that operate on the leading edge of the media industry. The Company, through its many and varied operations, combines broad reach with well-positioned local businesses, all of which provide it with an extensive distribution network by which it serves audiences and advertisers in all 50 states and key international markets. It has operations in virtually every field of media and entertainment, including broadcast television (CBS and The CW -- a joint venture between CBS Corporation and Warner Bros. Entertainment), cable television (Showtime and CSTV Networks), local television (CBS Television Stations), television production and syndication (CBS Paramount Network Television and CBS Television Distribution Group), radio (CBS Radio), advertising on out-of-home media (CBS Outdoor), publishing (Simon & Schuster), interactive media (CBS Interactive), music (CBS Records) and consumer products (CBS Consumer Products). For more information, log on to www.cbscorporation.com.

About Chevrolet

Chevrolet is one of America's best-selling automotive brands. With the largest dealer network in the United States, Chevy is the leader in full-size trucks and the leader in sales of vehicles priced $35,000 and above. Chevrolet delivers more-than-expected value in every vehicle category. Chevy delivers expressive design, spirited performance and great value with standard features usually found only on more expensive vehicles.

  [january 2007]  

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