Cadillac is CBS' Monday driver

Partners gear up multiplatform promo campaign

CBS is riding shotgun with Cadillac.

The network and automaker have partnered to launch the eye's Monday night primetime lineup and unveil the 2008 Cadillac CTS, implementing a multiplatform campaign that includes integrated promotions for television, Internet and print and a Cadillac-sponsored premiere party attended by stars from all of CBS' Monday night series.

The network said Wednesday that the campaign marks the first time it has worked with one client to launch a single night's lineup.

One of the highlights of the campaign is free distribution in the Sept. 21 issue of Entertainment Weekly of what CBS described as the world's smallest USB mini flash drive, filled with CBS video content from the Monday night lineup and an immersive experience with the Cadillac CTS.

In addition, Cadillac is the official sponsor of CBS' Premiere Monday on Sept. 24. The evening will be hosted by "CSI: Miami's" Adam Rodriguez through a series of interstitials throughout the night. Commercials featuring the 2008 Cadillac CTS will be unveiled for the first time on CBS.

Cadillac also will sponsor this month's preview edition of "CBS Eye on America," the network's exclusive in-flight video program, and Wednesday's star-studded premiere party featuring cast members from "How I Met Your Mother," "The Big Bang Theory," "Two and a Half Men," "Rules of Engagement" and "CSI: Miami." The Cadillac CTS will be unveiled on the red carpet.

Cadillac also will sponsor the CBS fall preview show Friday as well as the fall preview and special premiere of "Big Bang Theory" on TiVo.

"This partnership represents an extraordinary opportunity to launch our Monday night lineup with a multifaceted campaign tied to a single sponsor," CBS Marketing Group president George Schweitzer said. "By teaming with Cadillac, we've created an impactful way to reach millions of consumers whether they're traveling on American Airlines, reading Entertainment Weekly or following major red-carpet events featuring CBS talent."