Madison, Wis.-based American Family Insurance has partnered with MTV and Mindshare Entertainment to reach teenagers directly on an issue that can save their lives – the passage they must make from new, inexperienced driver to confident, capable young adult driver.
The integrated marketing effort includes a five-episode series, “The Road to the Woodies,” in which a teenage driver navigates closed-course obstacles and typical teen distractions to improve her driving skills using American Family Insurance’s proprietary Teen Safe Driver program.
The integrated promotion includes the launch of a co-branded microsite about teen driving: amfam.mtv.com.
The reality-based microseries features Lauren, a typical teenager, as she completes four driving challenges on a closed course to prove to her family that she is a safe and responsible driver. If successful, she wins tickets to the 2009 mtvU Woodie Awards in New York City.
The challenges will air in four two-minute segments premiering Oct. 28 during MTV’s “The Ruins.” As she navigates the course, Lauren is tested by surprise calls and texts from her family and friends while driving, and she also receives highway driving tips from experts like 2006 Indy Pro champion, Jay Howard.
All the while, Lauren’s parents will view her driving “report card”‘ through Teen Safe Driver’s unique in-vehicle video and audio unit that captures risky driving behaviors and provides expert analysis and coaching tips. The short-form series will culminate with the fifth segment airing during the Woodies on Friday, December 4, on MTV, at 10PM ET/PT.
MTV, along with Mindshare Entertainment, also produced a co-branded sweepstakes for another viewer to attend the 2009 mtvU Woodie Awards.
Participants can enter the sweepstakes at amfam.mtv.com. While on the site, visitors can virtually “sign” a safe-driving pledge, test their safe-driving knowledge, learn more safe-driving tips from American Family, and watch each of the “The Road to the Woodies” episodes.
Source: American Family Insurance
Topics Personal Auto
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