• by David Goetzl  @dgoetzl, April 3, 2008

NBC on Wednesday unveiled its 2008-09 schedule at a 30 Rock presentation, hoping in part to give the network more time to work with advertisers before the upfront selling period. It was abundantly clear that a principal reason for the added lead time (normally the schedule is unveiled in mid-May) is NBCU's eagerness to craft packages for marketers with branded integration, product placement, exclusive sponsorships and just about any other type of linkage.

How eager? A video presentation didn't mince words: step right up, pay the admission and Lee Jeans can have as much allure as Jason Lee. "NBC now takes products and turns them into TV stars," the voiceover said, offering up the prominent role of the Ford Mustang in the "Knight Rider" franchise that's becoming a series this fall.

But interestingly, one network that doesn't have an upfront presentation at all seems to have put together a template for brand integration that has at least one leading marketer now a repeat customer. And for good reason. Money talks, but price notwithstanding, it's hard to argue with the sheer uniqueness and force of the execution--where series stars stand next to a product and then offer up thanks to the company's management.

A year ago, General Motors' Pontiac took advantage of what could be called FX's premiere (premier) package to tout its Solstice convertible. The automaker was the "presented by" sponsor of the commercial-free debut of the Courteney Cox-starring drama series "Dirt." The package brought some standard fare billboards and product placement, but the home run came when Cox appeared on screen and offered a paean to the sponsor at the end.

"I'm Courteney Cox, thank you for joining us tonight for the premiere of 'Dirt.' The entire cast and crew would like to thank everyone at Pontiac for presenting tonight's premiere episode commercial-free."

Actors don't mind the paychecks that come via marketers, but generally don't seem eager to participate directly along the passage way, making the Cox coup all the more remarkable.

It's now clear, however, that it wasn't a one-time gambit. GM signed up for the FX package again and participated with the March 18 season-two premiere of "The Riches," starring Eddie Izzard and Minnie Driver and about a family that fraudulently takes the identity and lifestyle of a wealthier one.

This time, it wasn't Pontiac but GM brand GMC that was involved, while plugging its Denali SUV (one of the top product placements of the week, according to measurement firm iTVX). GMC didn't quite pony up for the show to go commercial-free, just limited "interruptions."

There was a ringing audio endorsement by one character--"sweet ride .... I'm gonna have one of those one day"--along with multiple Denali close-ups within the episode, plus billboards during breaks and a digital extension.

But then at the end came Izzard and Driver thanking everyone from the brand manager to the UAW members. And the script hardly altered from Cox's appreciation a year ago, just expanded for two.

With a shiny silver Denali to their left, came 15 seconds of:

"Hi, I'm Eddie Izzard."

"And I'm Minnie Driver."

Then Izzard: "Thank you for joining us for the season premiere of 'The Riches.'"

Driver: "And on behalf of our entire cast and crew, we'd like to thank everyone at GMC for presenting tonight's premiere episode."

Characters interacting with brands produces one effect. But the stars themselves would appear to have a greater impact.