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 |  Jun 13 2011, 12:30 PM


Chevrolet has inked a deal with Fox to become the official sponsor of X Factor, the latest talent show from within the machinations of Simon Cowell’s war machine.

Chevrolet vehicles will appear throughout the season as product placement, as well as the usual barrage of ads. X Factor differs from American Idol in that there will be a lot of traveling involved, and “a lot of telephoning of judges and discussions of the groups they represent,” says Keith Hindle, CEO of producing company FremantleMedia Enterprises. “That gives us the ability to amp that up a bit and feature in-car technology. That was one of the key hooks.”

Nobody has divulged how much Chevrolet spent on marketing, but if it’s anything like Pepsi’s X Factor sponsorship, it would be around $60 million.

[Source: Ad Age]