General Motor's Saab 9-3 is being integrated into the show as the car driven by Gabrielle Anwar's character. Saab will also be
a sponsor of an online game related to the TV program. Nationwide Insurance is sponsoring a series of co-branded vignettes featuring Donovan coaching fans on how to protect themselves.
"We always look to find contextually relevant ways to integrate our advertisers' messaging into our hit shows," says Chris McCumber, USA's executive vice president for marketing.