• by David Goetzl  @dgoetzl, June 26, 2007

In a deal that represents two continuing trends--one germane to Nickelodeon and the other industry-wide--the kids' network has inked a sprawling multi-platform deal with first-time advertiser Chrysler.

For Nick, it's another step in its efforts to bring advertisers on board looking to target adults through children. The strategy began in the auto category seven years ago with an agreement with Ford. (State Farm, Holiday Inn and Kodak have recently signed on as other non-endemics.)

Chrysler is using the Nick real estate to plug its 2008 Town & Country minivan. Specifically, it's looking to emphasize the car's offering of Sirius-powered backseat TV that will carry Nick and the Nicktoons Network.

On a broader scale, the multilayered deal--in which Chrysler is attaching itself to platforms ranging from a summer traveling tour to the flagship network to several Internet sites--was made outside the upfront. Networks say they are now open for business 52 weeks a year and often need to work outside the spring bazaar to execute these kinds of complex and increasingly common deals where marketing partnerships involve more than spots and dots.

Nick and Chrysler said the deal is worth multimillions, but didn't provide specifics.

Aspects of the deal include Chrysler as exclusive auto sponsor of Nickelodeon's "Slime Across America" summer tour, where there will be interactive demonstrations of the backseat TV at all 20 tour sites. Chrysler will also have a presence in spots Nick buys on local cable avails to promote the tour.

Dave Rooney, a top marketing executive at the automaker, said Chrysler was "looking for a way to create awareness ... with families on a grassroots level."

Starting in October, Chrysler will run spots on Nick's main network and Nick at Nite (more of a direct adult targeting option) and Web sites such as GoCityKids.com and Nickjr.com.

Nick is also involved in the creative as one of its characters, Jimmy Neutron, will make an appearance. A costumed Neutron will be used by Chrysler at auto shows and other events as an awareness-raiser.