• by David Goetzl  @dgoetzl, June 10, 2010

Turner said a multifaceted deal with MillerCoors will include not just the host -- but a guest on TBS late-night show "Lopez Tonight" plugging one of its brands.

In what amounts to a live commercial, Belita Moreno -- who starred with host George Lopez in an ABC comedy -- was to appear on the show Thursday, and the two were to engage in some banter about Miller Lite and its new vortex bottle.

Moreno played the mother of the Lopez character on "The George Lopez Show" that ran from 2002 to 2007 on ABC. The arrangement with Turner includes multiple branded-entertainment initiatives involving Miller Lite as well as MGD 64.

On "Lopez Tonight," there will also be a billboard on the set and other signage, building off a "Miller Lite" lounge that appeared recently. Later this month, the beer will have a role in the series' 99th episode.

MillerCoors' MGD 64 will also be involved this summer with new drama "Rizzoli & Isles" on TNT through product integration, and with mentions in tune-in spots. The brand will also be weaved into TBS comedy "My Boys," returning for its fourth season July 25. Miller Lite is also returning as a sponsor of reality series "Black Gold" on TruTV that involves product integration.

Linda Yaccarino, the COO of Turner's entertainment sales operations, stated that the initiative is part of the programmer's contextual advertising push to offer "the right spots, in the right places at the right times."

With Lopez agreeing to the promotions, it prompts questions whether Conan O'Brien will do the same when his show comes to TBS this fall.