General Motors has tapped Clear Channel Radio to develop a cross-media campaign for its 2007 Chevy Silverado, reports MediaPost.
The campaign will put 15-second Silverado sponsored spots on Clear Channel radio stations that direct listeners to the station's website. The ads will run during traffic updates. Once on the sites, visitors will find floater ads showing the Silverado driving and coming to a stop on the site's leaderboard.

For GM, the cross-media plan is attractive because it engages consumers across multiple dayparts.

For Clear Channel, this is a chance to prove the branding power of its cross-media ad operations.