[09/12/07 - 09:50 AM]
CBS Goes Into Overdrive with the "Cadillac of Premieres"
The multi-platform campaign will include client-integrated promotions for television, Internet, and print and will cap off with a Cadillac-sponsored premiere party attended by stars from all of CBS's Monday night shows.

[via press release from CBS]


Network Partners Exclusively With Cadillac On First Ever On Air, In Air And Online Effort Plus Star-Studded Premiere Party To Launch Monday Night Lineup And Unveil The All New 2008 Cadillac CTS

First-of-its kind CBS and Cadillac Promotion Features the Free Distribution of the World's Smallest USB Mini Flash Drive Packaged into the September 21st Issue of Entertainment Weekly Magazine

Cadillac is the First-Ever Sole Sponsor of the September Fall Preview Edition of "CBS Eye On American"

CBS has entered into an exclusive partnership with Cadillac to launch the Network's top-rated Monday night primetime lineup and unveil the hotly anticipated 2008 Cadillac CTS, it was announced today by George Schweitzer, President, CBS Marketing Group.

The multi-platform campaign, dubbed "The Cadillac of Premieres," will include client-integrated promotions for television, Internet, and print and will cap off with a Cadillac-sponsored premiere party attended by stars from all of CBS's Monday night shows. This marks the first time CBS has worked exclusively with one client to launch a single night's lineup and represents one of the most ambitious promotional campaigns in network television.

"We're bringing together two of America's greatest brands - Cadillac and CBS - for this unprecedented integrated partnership," said George Schweitzer, President, CBS Marketing Group.

Among the highlights:

A first-of-its-kind promotion featuring the free distribution of the world's smallest USB mini flash drive filled with CBS video content and an immersive Cadillac experience with the all new 2008 CTS. The world's smallest CBS and Cadillac branded USB Flash Drive will be inserted into select issues of the Sept. 21 issue of Entertainment Weekly magazine (on sale Sept. 14).

Cadillac is the official sponsor of Premiere Monday, Sept. 24. The evening will be hosted by CSI: MIAMI star Adam Rodriguez, through a series of interstitials throughout the evening. Additionally, commercials featuring the all new 2008 Cadillac CTS will be unveiled for the first time on CBS.

The first-ever full sponsorship by Cadillac, of the September preview edition of "CBS Eye On American" - CBS's exclusive in-flight video program - reaching four million travelers.

Star-studded red carpet event on Sept. 19 featuring cast members from all CBS Monday night series.

Cadillac is the sponsor of the CBS Fall Preview show on Sept. 14 on the Network as well as the fall preview and special premiere of THE BIG BANG THEORY on TiVo.

The cornerstone of the launch includes a first-of-its-kind print extension, featuring the world's smallest USB stick packaged into the September 21 issue of Entertainment Weekly magazine (on sale Sept. 14). The re-useable flash drive will come filled with content from CBS's Monday night lineup and previews of the 2008 Cadillac CTS. The device will also allow users to download a widget that will provide them with constant updates relating to CBS programming and the Cadillac Promotion as well as a video player showcasing the Network's daily schedule and episode previews that are all sharable and embeddable for the viewer to share on their blogs, as well as on social networking sites. The promotion marks a bold way in which CBS and Cadillac are enhancing traditional print advertising by infusing it with leading edge interactivity.

In conjunction with the promotion, Cadillac will be the first-ever full sponsor of "CBS Eye on American's" September preview show hosted by Entertainment Tonight's Mary Hart. Reaching over four million American Airlines passengers, the September edition of "CBS Eye on American" will include a sneak preview of THE BIG BANG THEORY and CANE. Premium class American Airlines passengers on select flights will also receive the Entertainment Weekly print insert and mini USB flash drive.

"In these busy times, it's an increasing challenge to choose the right media platforms to reach our target customers and introduce them to our great new Cadillac vehicles," said Cadillac Global marketing director Liz Vanzura. "The all-new 2008 Cadillac CTS was designed, engineered and is built to be a highly desirable performance luxury sedan, and this first-ever, multi-faceted promotional partnership with CBS provides us an exceptional platform to make people aware of this latest great new Cadillac."

"This partnership represents an extraordinary opportunity to launch our Monday night lineup with a multi-faceted campaign tied to a single sponsor," said Schweitzer. "By teaming with Cadillac, we've created an impactful way to reach millions of consumers whether they're traveling on American Airlines, reading Entertainment Weekly or following major red carpet events featuring CBS talent. Plus, the USB memory sticks raise the bar on fall marketing as we bring interactive video to the printed page, providing readers with exclusive previews of CBS shows and an inside peek at the Cadillac CTS they can't get anywhere else."

Cadillac is the official sponsor of Premiere Monday, Sept. 24 featuring the four CBS comedies HOW I MET YOUR MOTHER, THE BIG BANG THEORY, TWO AND A HALF MEN, RULES OF ENGAGEMENT and the hit drama CSI: MIAMI. The evening will be hosted by CSI: MIAMI star Adam Rodriguez, who will host interstitials throughout the night. In addition, Cadillac will also premiere commercials on CBS for the all-new Cadillac CTS.

Cadillac is also the sponsor of the CBS Fall Preview show on Sept. 14 on the Network as well as the fall preview and special premiere of "The Big Bang Theory" on select media outlets.

Additionally, CBS will host a pre-premiere night launch event sponsored by Cadillac on Sept. 19 at a trendy West Hollywood night club. Cast members from all four CBS comedies and CSI: MIAMI will be in attendance and the all new 2008 Cadillac CTS will be unveiled on the red carpet.

  [september 2007]  


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