Chevy's new HHR

With GM's North American operations having suffered losses in the first and second quarters, its Chevrolet division has signed brand integration deals with CBS and NBC for two 2006 vehicle models to be featured in various network shows, with a significant portion of the budget being allocated for online efforts, reports AdAge. For the launch of Chevy's HHR high-roofed utility wagons, GM is conducting what is reportedly the biggest digital launch in its history, with 20 percent of the overall budget earmarked for internet executions.

The HHR promotion includes an online sweepstakes at hhrya.com, encouraging consumers to send in photos and videos using the letters HHR. The winner gets a customized HHR, and some of the more interesting entries will be featured on ads aired during The Tonight Show. Host Jay Leno will introduce five pre-taped HHR segments featuring comedian Andy Dick.

Chevy will also be the presenting sponsor of America Online's The Biz online reality show, which will integrate HHR into tasks involved in contestants' efforts to become a music mogul. A partnership with Yahoo's Music Mods will allow consumers to make their own music videos and email them to friends.

In the campaign for the Chevy Impala, the first since 2003, the brand's digitally embedded logo will appear for roughly eight seconds in the background of some CBS shows, and as part of a related co-branded promotion at cbs.com/impala consumers will be able to register for a chance to win one of the 2006 vehicles.