UNIVERSAL CITY, Calif. – June 3, 2010 – The NBC Universal Digital Studio
today announced the renewal of its new original series “In Gayle We
Trust,” – marking the first time the studio has picked up a new series
for a second season. “In Gayle We Trust,” starring Elisa Donovan
(“Clueless”) in the title role, is sponsored by American Family
Insurance and was launched in September 2009 in association with
Mindshare Entertainment.
The announcement was made by Cameron
Death, Vice President, NBC Universal Digital Studio.
“The strong
results garnered from season one and the pickup of season two marks a
vital next step in the development of original digital content as an
integral part of the media mix,” said Death. “It represents a
significant accomplishment as we continue to create quality and original
digital entertainment with brand-name association such the one we have
with our partner, American Family Insurance, which also returns as the
exclusive sponsor of this appealing series.”
“In Gayle We Trust”
is an intriguing 10-episode digital series with a quirky edge. The
program centers on the lives of the fictional residents of Maple Grove.
Insurance agent Gayle Evans (Donovan, “Clueless,” “Beverly Hills,
90210,” “Sabrina the Teenage Witch”) is at the hub of the town’s
business, serving as the sounding board, guru and trusted adviser among
the town’s idiosyncratic clientele.
“‘In Gayle We Trust’ is one
of the biggest integrated marketing successes in the company’s history
and we are thrilled to be bringing it back with our partners at the NBC
Universal Digital Studio and Mindshare Entertainment. We have made the
American Family Brand come to life in a way that resonates well with our
target audience and allows us to connect with consumers on issues that
matter most to them — community, family and protecting the things they
love” said Telisa Yancy, Director of Advertising, American Family
Insurance.
“Extensive distribution across digital,
video-on-demand and offline media ensured that the show was available to
a highly engaged target audience when and where they wanted to watch.”
According
to InsightExpress AdInsights Brand Study, 73 percent of those who
viewed “In Gayle We Trust” expressed that the quality exceeded
expectations for original online programming and 74 percent said it was
better then some television programs on-air. The strong content resulted
in a purchase-intent increase of 24 percent American Family Insurance,
12 times the normal average for online marketing, and a 30 percent
increase of people identifying the brand as “innovative.
“The
comedic short stories will be produced by NBC Universal Digital Studio
in association with Mindshare Entertainment. They will be available at
www.ingaylewetrust.com
and promoted on-air on NBC and USA Network, as well as NBC Universal’s
significant digital and mobile platforms, all major video-on demand
platforms and social networks.
“In Gayle We Trust” is part of an
ongoing American Family Insurances’ larger multifaceted marketing
campaign, integrating entertainment and education to engage consumers
with the brand, its products and its agents as uniquely suited to help
families protect the things they love.
BuildingaBrighterFuture.msn.com,
featuring MSN’s Liz Weston, offers families straightforward and trusted
personal finance advice reinforcing American Family Insurance’s
position as a trusted adviser for families seeking a brighter future.
In addition, this year, American Family Insurance has partnered with
Wild Tangent to launch an online simulation game aimed at helping
Americans start a family, manage a career, buy and maintain a house.
“In
Gayle We Trust” photos and press materials are available at www.nbcmv.com
and clips and interviews are available at nbc.epk.tv.About the NBC
Universal Digital StudioIn addition to original episodic programming
across all genres, the NBC Universal Digital Studio creates deep
interactive experiences that drive high levels of engagement with
audiences and presenting brands. The studio offers advertisers full
service solutions with access to top writers, producers and talent, high
quality production expertise, consumer insights, measurements and
analytics and scale to reach their target audiences.Source:
InsightExpress is a leading provider of high-quality, digital marketing
research and plays a preeminent role in the measurement of advertising
effectiveness across online, mobile and other media.About American
Family Insurance
Based in Madison, Wis., American Family
Insurance offers auto, homeowners, life, health, commercial and
farm/ranch insurance in 19 states. American Family ranks 388th on the
Fortune
500 list and is the nation’s third-largest mutual property/casualty
insurance company.