October 26, 2010—American Family Insurance (AFI), MTV and Mindshare announced that they are teaming up to promote teen driver safety through an integrated marketing campaign that includes promotion through two MTV-produced series.
The campaign features AFI’s Teen Safe Driver program, which recently won the National Safety Council's Teen Driving Safety Leadership Award for its contributions to preventing crashes involving teen drivers, according to an AFI press release_notes. The two series with sponsored integration are:
• Road Trip Adventure. This six-part micro series follows three friends as they embark on a road trip across America to complete their bucket list. The in-car camera is sponsored by AFI’s Teen Safe Driver campaign with tips highlighting how to drive safely.
• The Ride: This reality series features eight high school quarterbacks as they participate in a training camp with NFL coaches to win a chance to play in a national high school all-star game. In this show, AFI sponsors the “Safety Zone” confessional camera and the coaches talk to the players about the importance of driving safely.
"Our partnership with American Family Insurance provides us with a unique opportunity to create innovative and proprietary multi-platform co-branded campaigns that connect with millennial viewers," said Dan Lovinger, senior vice president, MTV sales and integrated marketing.
