Dodge May Expand Disney Deal

Chrysler marketing exec utives are looking to expand their relationship with Disney beyond the current Dodge and Monsters, Inc. promotion, said a company official.

“We’re looking at some things with them right now to continue the partnership,” said Betty Reed, an advertising specialist for Dodge. Disney has a longtime rela tionship with General Motors, but Reed said it was her understanding that it centered on the GM Test Track ride at Epcot, Orlando, Fla.

“The whole Disney theme—it’s all about fam ily,” Reed said. “Particu larly when they start coming out with DVDs, we’d like to leverage that, utilize the entertainment value of Disney with families. Because that’s really who we are trying to reach out to … on Caravan.”

Coinciding with Disney’s Sept. 17 release of Monsters, Inc. on DVD and video, Dodge broke a 30-second Dodge Caravan spot that featured Mike and Sully, two characters from the movie. The pro mo tion, handled by BBDO, Troy, Mich., also included radio and newspaper executions.

Some dealers are offering Mon sters, Inc. DVDs to test-drive participants, Reed said. Grand Caravan ES buyers will get a free minivan DVD system for the entire model year.

Dealers have been receptive to the movie program, Reed said. The spot will run indefinitely and be joined eventually by three non-Monsters Inc. Caravan commercials.

BBDO had planned a Caravan spot with monsterlike creatures before the Disney deal was struck to feature actual movie characters, Reed said.

Chrysler spent nearly $40 million on advertising for the Dodge Caravan during the first six months of this year, according to CMR.