Nickelodeon will be playing in a Chevrolet Uplander near you. And vice versa.
Chevrolet and Nickelodeon last week announced a marketing agreement that will advertise and promote the Uplander minivan in several Nickelodeon media. Those media include a cable TV network that is available to 89 million U.S. households.
Nickelodeon's media, which include magazines and a Web site, is largely targeted at children.
Chevrolet aims Uplander advertising at families.
Chevrolet describes the deal as "multimillion dollar" in size but would not be more precise.
Chevrolet will divide Uplander advertising among Nickelodeon TV, magazines and the nickjr.com site.
At the same time, specially badged Uplanders will have Nickelodeon content in their entertainment systems. It includes Nickelodeon shows such as "SpongeBob SquarePants" and "Blue's Clues."
The Uplander has General Motors' PhatNoise technology, which stores and plays audio and video programs and games. Nickelodeon also will supply content for other PhatNoise-equipped GM vehicles.
Visitors to nickjr.com can enter a contest to win an Uplander LT and a vacation at a new Nickelodeon-branded hotel where Uplanders will be courtesy cars.
GM says it hopes 20 percent to 30 percent of all the Uplanders it sells will be equipped with PhatNoise units. GM sold 21,405 Uplanders in the first four months of this year.
The sticker price of a PhatNoise-equipped Uplander LT is $30,100, including shipping.
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