• by David Goetzl  @dgoetzl, March 13, 2008

Automakers essentially launched the upfront decades ago. And despite any ups and downs they've had since, including some apparent valleys now, they don't appear to be trimming their marketing budgets. One tactic that is increasingly used: Finding ways to integrate their rides into shows--with reality series a mainstay, and scripted ones gaining steam.

Witness consecutive nights late last month with Toyota making an appearance in ABC comedy "Carpoolers" on Tuesday, and Saturn on Bravo's reality-competition "Project Runway" on Wednesday (two of the top product placements of the week, according to measurement firm iTVX). Selling a marketer on a brand integration--due to the varying beliefs on the tactic's effectiveness--no doubt can prove to be a challenge. But it's hard to imagine a brand manager not jumping out of a chair when presented with opportunities in a comedy about four guys riding to work together and joyfully bonding all the way. If ever a show offered an organic product insertion opportunity, "Carpoolers" would have to be it.

Whether Toyota paid handsomely or just happened to benefit from a producer's decision, its Prius became a "character" on the show's Feb. 26 episode. One of the carpoolers, a 22-year-old uptight tie-wearer, who owns the Prius, is ribbed by his buddies. An early-life crisis follows. He decides he needs to live on the edge before he reaches, say, 23. And he lamely attempts to trick out the rather banal-looking car. He seems pleased with the faux flames and flash on the side, his companions less so.

In addition to its cameo role, the Prius was also slotted in the episode in more traditional product placement fashion, serving as the subject of multiple camera shots from seemingly all angles--notably a side shot of it cruising comfortably down the freeway.

Shift to the penultimate episode of the "Project Runway" series. That didn't offer a Saturn as a "character." Instead, it went that more traditional route, with star Tim Gunn tooling around in one during visits to the finalists. Similarly, the sedan is also shown from more angles than a quarterback during a sack replay on an NFL broadcast. It's also seen comfortably cruising--even in the rain. And at one point, a shot focuses on Gunn exiting and delicately closing the door.

Saturn's role in the episode was part of a broader integration deal with "Runway" that includes the winner receiving a 2008 Astra.

Do these integrations work? Is a viewer more likely to head directly to the Internet after a show to seek more info on a Toyota or Saturn?

Hard to say--principally due to a situation car marketers have created for themselves. Their messages feel ubiquitous and thus very likely to get lost in heavy traffic.