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Innovative Network Television Integrations Play Key Role in Launch of All-new 2009 Dodge Ram 1500

Partnerships with NBC and FOX kick off phased, momentum-building Dodge Ram communication strategy

Product integrations and online promotions begin in September to showcase the out-tough, outsmart capabilities of the all-new 2009 Dodge Ram pickup

Network show Web sites provide details of Dodge Ram vehicle giveaways

September 17, 2008, Auburn Hills, Mich. - Network television plays an integral role in building early momentum for the all-new 2009 Dodge Ram 1500 pickup through distinctive multi-platform partnerships that are anything but traditional.

The Dodge brand is aligning with three premiere, high-reach network television programs in unique product integrations and online promotions for the all-new Dodge Ram. The programs are NBC’s “America’s Toughest Jobs,” the NBC Thursday Night Comedy Block and FOX’s “Terminator: The Sarah Connor Chronicles.”

“The all-new Dodge Ram 1500 is a game-changing truck and we are kicking off the first phase of our marketing launch with media partnerships that also change the game,” said Deborah Meyer, Vice President and Chief Marketing Officer, Chrysler LLC. “These 360-degree, fully integrated and innovative initiatives engage consumers wherever they go for entertainment — whether it’s television, online, print or social media — and demonstrate the out-tough, outsmart capabilities of the all-new Dodge Ram.

“The audiences for each program align perfectly with Dodge Ram buyers, providing individual message and product opportunities in a way that builds momentum and maximizes our early positioning in the marketplace.”

The Dodge brand’s partnerships with top networks and high-profile television programs are the first phase of a momentum-building, product-focused marketing campaign that will demonstrate the capability of the all-new 2009 Dodge Ram in the upcoming months.

“America’s Toughest Jobs” Dodge is the exclusive automotive partner and grand-prize sponsor for “America’s Toughest Jobs,” NBC’s new primetime reality elimination series focuses on the most thrilling, dangerous and demanding jobs. “America’s Toughest Jobs” brings Thom Beers to network television for the first time. Beers is the producer of many real-life situation cable shows, including “Deadliest Catch,” “Ice Road Truckers” and “Ax Men.”

As the perfect demonstration of the Ram’s out-tough and outsmart features and capabilities, the all-new Dodge Ram is a key character in the program, helping the 13 contestants compete their tasks in situations that are endemic to how the truck is used in real life.

The winner of the “America’s Toughest Jobs” challenge will receive an all-new 2009 Dodge Ram. Additionally, a Dodge Ram will be given away in primetime to one viewer during the Oct. 31 season finale. Consumers can enter the “Never Back Down From a Challenge” sweepstakes and find official rules and prize details at www.nbc.com/ramchallenge.com.

"America’s Toughest Jobs” airs at 8 p.m. Fridays on NBC through Oct. 31. The program initially debuted at 9 p.m. on Mondays through Sept. 15.

NBC’s Thursday Night Comedies The all-new Dodge Ram will be showcased during NBC’s Thursday Night Comedies beginning Sept. 29, marking the network’s first-ever co-branded Thursday night primetime partnership.

The NBC partnership includes a “Never Back Down From a Challenge” consumer sweepstakes. Four Ram trucks will be given away in the biggest ever single-night auto giveaway on NBC. On Oct. 23, co-branded promos will run in each show driving viewers to www.nbc.com/dodgeram to answer a question about the Thursday night lineup for a chance to win a new Dodge Ram. Consumers can visit the Web site to enter the contest from Oct. 23-27. Online, mobile and out-of-home elements will support the promotion and provide official rules and prize details.

NBC and Dodge co-branded print ads will run in ESPN Magazine,Sports Illustrated and USA Today,promoting the sweepstakes and Thursday night programming.

NBC and Dodge also will produce a series of 30-second vignettes for airing in primetime, using comedic theme and Ram product attributes.

“Terminator: The Sarah Connor Chronicles” The Dodge Ram partnership with “Terminator: The Sarah Connor Chronicles” includes:

storyline vehicle integration an unprecedented four-vehicle giveaway over four weeks exclusive sponsorship of the mid-season cliffhanger featuring limited commercial interruption a Dodge presence across all “Terminator: The Sarah Connor Chronicles” social media sites and communities co-branded print ads in Rolling Stone and Entertainment Weekly Oct. 7 FOX.com and MySpace.com homepage roadblocks

“Terminator: The Sarah Connor Chronicles,” the No. 1 new scripted series of last year, began its second season on Monday, Sept. 8 (8 - 9 p.m. ET/PT) on FOX. The series follows Sarah Connor, her son John Connor and his cyborg protector Cameron as they try to stop the creation of a master computer and prevent the future wars between humans and machines. Derek Reese, a main character in the program played by Brian Austin Green, drives an all-new 2009 Dodge Ram and the truck becomes a more prominent part of the storyline in the Sept. 29 and Oct. 6 episodes.

In FOX’s largest primetime consumer giveaway, on-air and online promotions will drive consumers to www.fox.com/terminator/ram from Sept. 1 to Oct. 6 to enter to win one of four 2009 Dodge Ram trucks that will be given away each week for the final four weeks leading up to the mid-season cliffhanger (Sept. 15, 22, 29 and Oct. 6).

Dodge will be the sole advertiser on the Oct. 6 episode, which will feature only four one-minute commercial breaks throughout the entire program.

About Dodge Ram The all-new 2009 Dodge Ram is a game-changer in terms of its ability to outsmart and out tough the competition. With a typically bold Dodge exterior design, a crafted and refined interior, engineering excellence, superb innovation, and best-in-class features and amenities, this truck is ready for demanding truck buyers. With one of the most comprehensive model lineups in the segment, the Ram now offers its first-ever crew-size cab, giving Dodge an entry into the largest and fastest-growing part of the market. The new Dodge Ram Crew 1500 is loaded with innovative features including an available first-in-segment RamBox cargo management system that provides weatherproof, lockable, illuminated and drainable storage compartments integrated into both fender sides for effortless access and convenience. Another segment first on the Dodge Ram Crew 1500 is a pair of “store in the floor” bins with removable liners that offer even more versatile storage. Ram also offers the first-in-segment, coil-spring multilink rear suspension fitted to a solid rear axle that provides ride and handling capabilities unexpected in a pickup truck. Ram’s new 5.7- liter HEMI® V-8 provides more horsepower (390) and torque (407 lb.-ft.), with increased fuel economy. In addition, Ram offers two additional gasoline powertrain options and will add the company’s advanced two-mode hybrid to the light-duty Dodge Ram powertrain lineup in 2010.

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