Called the "Chevy Super Bowl College Ad Challenge," the winning contestants from among 820 teams will be announced during a prime-time special, "Super Bowl's Greatest Commercials 2007," before the winning spot airs on Feb. 4 in Super Bowl XLI.
Another aspect of the initiative includes Webisodes on CBS.com, launching Jan. 22, that go behind the scenes of the "Challenge" and follow the five teams in the finals.
Chevrolet, like many marketers, is looking to join the trend of consumer-generated ads.
Separately, CBS said it would create a licensing and merchandising unit, known as CBS Consumer Products, as part of its entertainment group. Also, a unit devoted to its DVD business, CBS Home Entertainment, will be formed.
Elizabeth Kalodner has been named executive vice president, general manager of CBS Consumer Products, while Ken Ross will serve in the same role for CBS Home Entertainment.
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