• by Tanya Gazdik , September 11, 2009

American Family Insurance is partnering with NBC Universal, MSN and CBS Radio for a new marketing campaign launching Sept. 15.

Included in the effort is an original NBC Universal Digital Studio Web series "In Gayle We Trust," expert personal finance advice on a MSN micro-site and a family-focused CBS Radio promotion. All push the theme of helping families and emphasize American Family Insurance agents as trusted advisers.

The multiplatform strategy, developed in conjunction with Mindshare, was designed to supplement the insurance company's "The Family You Choose" TV, print and online advertising rotation.

The 10-week digital series "In Gayle We Trust," written by Brent Forrester (NBC's "The Office"), is set in the fictional town of Maple Grove. Insurance agent Gayle Evans is the centerpiece of the town, serving as its trusted adviser. This is the second comedy series from the NBC Universal Digital Studio this year.

In addition to the episodes, NBC Universal will offer interactive experiences, including online gaming and interactive maps tied directly to the series content.

The new comedy will be available at www.ingaylewetrust.com and promoted on-air on NBC and USA Network, as well as NBCU's digital, video and mobile platforms.

At MSN, "Building a Brighter Future" offers families personal finance advice reinforcing American Family Insurance's pitch as a trusted adviser for families. Featuring MSN's Liz Weston, it offers video shorts, tips sheets, a blog and interactive tools.

A supporting three-week "Family You Choose" radio promotion will also be hosted by CBS Radio/Katz Advantage on 140 stations.

All media partner elements are digitally linked and provide an American Family Insurance agent locator tool. These sites enable consumers to engage with American Family via interactive tools without leaving the portal.