Allstate To Use Anti-Theft Message As Marketing Vehicle

Allstate is linking with a truTV series on a product -- er, message placement initiative. The insurer will sponsor vignettes about avoiding auto theft during forthcoming episodes of "Bait Car."

The show focuses on law enforcement's high-tech, undercover efforts to nab car thieves. The Allstate 30-second interstitials with prevention tips will be followed by a traditional spot, filling a commercial pod.

The tactic will be used on six episodes, which will run back-to-back Aug. 24 and 31 and Sept. 14.

Allstate's sponsorship with the Turner network extends to a presence in promos and graphics within the show itself.

"An organic marketing alliance that will ... blend perfectly with messaging," said Katherine Johnson, senior vice president of Turner Entertainment promotions and marketing.

During a "Bait Car" episode, an auto theft task force is seen tracking a stolen car and then repossessing it.

TruTV also has signed Miller Lite as a sponsor of "Black Gold" -- the second-season show chronicling the pressures of digging for oil on the Texas plains -- where the beer marketer will employ product placement in several episodes.

Miller Lite -- as well as Wendy's -- will also be featured in on-air promos and on-screen, in-show graphics during the new season.

By one measure, truTV saw prime-time ratings in the 18-to-49 demo rise 5% to 496,000 viewers (.4 rating) last season.



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