American Family Kicks Off Safe Teen Driver Promotion

NU Online News Service, Oct. 20, 12:09 p.m. EDT

American Family Insurance announced yesterday they had teamed with MTV in a promotional effort to encourage safer teen driving with a new microseries on the Web.

The Madison, Wis.-based insurer said its partners also include Mindshare Entertainment and the integrated marketing effort includes a five-episode series, "The Road to the Woodies."

American Family said the series deals with a teenage driver navigating closed-course obstacles and typical teen distractions to improve her driving skills using American Family Insurance's proprietary Teen Safe Driver program.

The promotion began yesterday on the first day of National Teen Driver Safety Week, with the launch of a co-branded Web microsite about teen driving: amfam.mtv.com.

Visitors to the site can watch a cartoon video about safe driving and are encouraged to take a safe driving test--"rock this quiz, sign in to Facebook," connect to customize your experience and tune in to the microseries.

The quiz asks questions about how to change lanes, driver distractions, unsafe passengers and various bands.

Lisa Bacus, vice president of marketing for American Family Insurance, said in a statement, "The MTV campaign illustrates the challenges real teens face and, with the use of the innovative technology of the Teen Safe Driver Program, shows how direct involvement from parents vastly improves their driving habits."

The reality-based microseries features Lauren, a typical teenager, as she completes four driving challenges on a closed course to prove to her family that she is a safe and responsible driver. If successful, she wins tickets to the 2009 mtvU Woodie Awards in New York City.

The driver challenges will air in four two-minute segments premiering Oct. 28 during MTV's "The Ruins." As she navigates the course, Lauren is tested by surprise calls and texts from her family and friends while driving, and she also receives highway driving tips from experts like 2006 Indy Pro champion, Jay Howard.

All the while, Lauren's parents will view her driving "report card"' through Teen Safe Driver's unique in-vehicle video and audio unit that captures risky driving behaviors and provides expert analysis and coaching tips. The short-form series will culminate with the fifth segment airing during the Woodies awards Dec. 4, on MTV.

MTV, along with Mindshare Entertainment, also produced a co-branded sweepstakes for another viewer to attend the 2009 mtvU Woodie Awards.

Yesterday teens were able to enter the sweepstakes at amfam.mtv.com. Using the site, visitors can virtually "sign" a safe-driving pledge, test their safe-driving knowledge, learn more safe-driving tips from American Family, and watch each of the "The Road to the Woodies" episodes.

American Family noted that in association with DriveCam Inc. it provides the year-long Teen Safe Driver at no cost to American Family auto insurance customers who have a beginning teen driver in their household. The company said the program is now available in all 19 of American Family's operating states.

So far the insurer said more than 6,000 families have participated in the program, with teens averaging a 70 percent decrease in high-risk driving events. The company said research has shown direct involvement from parents vastly improves teens' driving habits.