• by David Goetzl  @dgoetzl, May 8, 2008

Marketers are increasingly cutting branded entertainment deals that give them a presence in multiple episodes of a particular show during a full season. While many go with the same product in the various appearances, GMC used its link with FX drama "The Riches" to plug two separate vehicles--one an SUV, the other a CUV.

In March, GMC sponsored the premiere episode of the con-artist drama's second season with limited commercial interruptions, using the high-profile opportunity to support its Denali SUV. Within that show, a Denali was sprinkled in scenes and accompanied by multiple closeups. Also, a character called it a "sweet ride" and promised to buy one someday.

The heavy fuel, however, came at the end as stars Eddie Izzard and Minnie Driver stood beside a silver Denali in what amounted to a 15-second celebrity endorsement, with Driver thanking "everyone at GMC for presenting tonight's premiere episode."

Fast-forward through nearly two months worth of episodes to April 22, and GMC is back with a multi-faceted attachment to an episode--but this time, using the opportunity to back its 2008 Acadia CUV (one of the top product placements of the week, according to measurement firm iTVX).

[CUVs (Crossover Utility Vehicles) are a priority in Detroit as domestic automakers look for a lift and are essentially a cross between an SUV and car.]

The April 22 gambit, of course, didn't have the Izzard/Driver paean at the conclusion, but offered several product integrations similar to the premiere, including audio mentions, multiple-second closeups and a digital extension.

But it had one tactic not on display in the premiere: a sales pitch weaved directly into the action that may have caught a viewer's attention.

In the scene, Driver's character (Dahlia Malloy) is sitting in an Acadia in a dealer's lot when a friend approaches with an exuberant "Whew, nice wheels."

A jaunty salesman approaches. "So, what are you thinking? GMC Acadia?"

Interested, they both ask "how much down?" Proud as a peacock, the salesman offers up a "zero money down" response.

Seemingly shocked, Driver/Malloy asks again whether that's really the case. Assured, she says, "That's a great deal."

As many times automakers have slotted and weaved and integrated and slid their rides into shows, this could be a first: doing so with an actual retail message.

From a tactical standpoint, with the economy bumpy, "zero money down" could be enticing to a viewer--especially if an interested buyer appreciates the Acadia as the show continues and the camera hovers above the CUV for about a five-second aerial view. Or in a later scene, when the Acadia's handling and pick-up are on display when Izzard's character peels out of a parking lot with gusto.

Separately, GMC promotes a sweepstakes during breaks accessible via a dedicated Web site. The prize is a 2008 Acadia. The site's clever URL?

TheRoadToTheRiches.com.

If viewers grow intrigued by no money down, that could mean some money headed GMC's way.

	Product	Show	Q-Ratio
	Anheuser Busch	Dinner: Impossible	21.1148
	GMC	The Riches	3.8228
	Home Depot	Little People, Big World	1.8888
	Subway	The Real World: Hollywood	0.4486
	Renuzit	The Game	0.2062

Click here to view these placements. Data and analysis provided by iTVX.