Chrysler drives NBC’s ‘Apprentice’

Package includes Web presence, product placement

NBC said Monday it has named Chrysler as exclusive automotive sponsor for upcoming Peacock reality show “The Apprentice.”

As networks continue to seek creative advertising in the new world of personal video recorders, the package includes ads in each episode, promotional spot mentions, a Web site presence and a giant product placement as the automaker is worked into one of the final tasks given to the shows’ competitors.

Skein, launching Thursday, follows young entrepreneurs battling to become the protege of Gotham real estate tycoon Donald Trump. The winner will get a new Chrysler in the season finale. One viewer also will win a Chrysler in the Chrysler/Apprentice Sweepstakes.

“Our goal was to develop an integrated marketing sponsorship that not only promoted the Chrysler brand but also engaged viewers in a way that felt organic to the show,” said Marianne Gambelli, NBC’s exec VP for sales and marketing.

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