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Cadillac is launching a multi-media campaign that centers around CBS’s Monday prime-time lineup and the theme “the Cadillac of premieres,” The New York Times writes.
A cast member of CSI: Miami will team up with a Cadillac CTS for five promotional spots that will be interspersed among the five shows that will premiere on CBS Monday, Sept. 24. There will also be a promotional event next Wednesday at which stars of the shows will share the red carpet with the CTS.
Other elements include a sponsorship of CBS’s new-season preview show, and giveaways of USB flash drives that include info about the CTS and CBS’s shows to readers of Entertainment Weekly and to passengers on American Airlines flights this month.
There is also a product integration element, with CTS will also be incorporated into episodes of CSI: Miami., and a Cadillac landing page on CBS.com.
Agencies working on the campaign include Initiative for CBS, and G.M. Planworks for Cadillac, as well as Modernista, which created the TV spots. Such a campaign is what is necessary these days in order to cut through the clutter, Cadillac and CBS believe. “With all the media fragmentation nowadays, the thought was, ‘How can we go beyond the typical?’” says Liz Vanzura, global marketing director at Cadillac in Detroit.
Cadillac has also developed promotions for the CTS with the BET cable network and with FX, for which the CTS is sponsoring a commercial-free presentation of its first episode of Damages.
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