NBC Universal Digital Studio Announces IN GAYLE WE TRUST Second Season

The NBC Universal Digital Studio today announced the renewal of its new original series "In Gayle We Trust," - marking the first time the studio has picked up a new series for a second season. "In Gayle We Trust," starring ELisa Donovan ("Clueless") in the title role, is sponsored by American Family Insurance and was launched in September 2009 in association with Mindshare Entertainment. 

The announcement was made by Cameron Death, Vice President, NBC Universal Digital Studio.

"The strong results garnered from season one and the pickup of season two marks a vital next step in the development of original digital content as an integral part of the media mix," said Death.  "It represents a significant accomplishment as we continue to create quality and original digital entertainment with brand-name association such the one we have with our partner, American Family Insurance, which also returns as the exclusive sponsor of this appealing series."

"In Gayle We Trust" is an intriguing 10-episode digital series with a quirky edge. The program centers on the lives of the fictional residents of Maple Grove. Insurance agent Gayle Evans (Donovan, "Clueless," "Beverly Hills, 90210," "Sabrina the Teenage Witch") is at the hub of the town's business, serving as the sounding board, guru and trusted adviser among the town's idiosyncratic clientele.

"'In Gayle We Trust' is one of the biggest integrated marketing successes in the company's history and we are thrilled to be bringing it back with our partners at the NBC Universal Digital Studio and Mindshare Entertainment.  We have made the American Family Brand come to life in a way that resonates well with our target audience and allows us to connect with consumers on issues that matter most to them -- community, family and protecting the things they love" said Telisa Yancy, Director of Advertising, American Family Insurance.

"Extensive distribution across digital, video-on-demand and offline media ensured that the show was available to a highly engaged target audience when and where they wanted to watch."

According to InsightExpress AdInsights Brand Study, 73 percent of those who viewed "In Gayle We Trust" expressed that the quality exceeded expectations for original online programming and 74 percent said it was better then some television programs on-air. The strong content resulted in a purchase-intent increase of 24 percent American Family Insurance, 12 times the normal average for online marketing, and a 30 percent increase of people identifying the brand as "innovative."

The comedic short stories will be produced by NBC Universal Digital Studio in association with Mindshare Entertainment. They will be available at www.ingaylewetrust.com and promoted on-air on NBC and USA Network, as well as NBC Universal's significant digital and mobile platforms, all major video-on demand platforms and social networks.

"In Gayle We Trust" is part of an ongoing American Family Insurances' larger multifaceted marketing campaign, integrating entertainment and education to engage consumers with the brand, its products and its agents as uniquely suited to help families protect the things they love. 

BuildingaBrighterFuture.msn.com, featuring MSN's Liz Weston, offers families straightforward and trusted personal finance advice reinforcing American Family Insurance's  position as a trusted adviser for families seeking a brighter future.   In addition, this year, American Family Insurance has partnered with Wild Tangent to launch an online simulation game aimed at helping Americans start a family, manage a career, buy and maintain a house. 

About the NBC Universal Digital Studio
In addition to original episodic programming across all genres, the NBC Universal Digital Studio creates deep  interactive experiences that drive high levels of engagement with  audiences and presenting brands. The studio offers advertisers full  service solutions with access to top writers, producers and talent, high quality production expertise, consumer insights, measurements and analytics and scale to reach their target audiences.

Source: InsightExpress is a leading provider of high-quality, digital marketing  research and plays a preeminent role in the measurement of advertising effectiveness across online, mobile and other media.

About American Family Insurance
Based in Madison, Wis., American Family Insurance offers auto, homeowners, life, health, commercial and farm/ranch insurance in 19 states. American Family ranks 388th on the

Fortune 500 list and is the nation's third-largest mutual property/casualty insurance company.

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