Chevrolet To Launch "Frozen Joe" Campaign During Olympic Winter Games

Jan 8, 2006 - ABC News

NBC and Olympic sponsor Chevrolet have produced a "mini-movie" that will promote the network's coverage of the upcoming Torino Winter Games while integrating Chevy vehicles.

The mini-movie will premiere during Monday night's episode of "Las Vegas," which will feature cameos by some of the same Olympians and tie its own story line to the content of the mini-movie just before it airs.

After its "Vegas" premiere, the 2-1/2-minutes mini-movie will screen in more than 10,000 theaters from January 13-February 9 — the day before NBC broadcasts the opening ceremony. It also will be cut down to 60-second promos to run on NBC.

NBC said it is taking time from programing, on-air promos and commercial spots to broadcast the mini-movie, which is being viewed as a marketing partnership between NBC and Chevrolet and did not require the automaker to pay product-placement fees or premiums beyond its Olympic ad buy on the network.