American Family Insurance and MTV Team Up to Put a Teen Driver's Skills to the Test in a New Short-Form Series

American Family Insurance and MTV Team Up to Put a Teen Driver's Skills to the
Test in a New Short-Form Series
Related sweepstakes gives away once-in-a-lifetime opportunity to attend the
2009 mtvU Woodie Awards show

MADISON, Wis., Oct. 19 /PRNewswire/ -- American Family Insurance has partnered
with MTV and Mindshare Entertainment to reach teenagers directly on an issue
that can save their lives - the passage they must make from new, inexperienced
driver to confident, capable young adult driver. The integrated marketing
effort includes a five-episode series, "The Road to the Woodies," in which a
teenage driver navigates closed-course obstacles and typical teen distractions
to improve her driving skills using American Family Insurance's proprietary
Teen Safe Driver program.

The integrated promotion kicks off today, the first day of National Teen
Driver Safety Week, with the launch of a co-branded microsite about teen
driving: amfam.mtv.com.

"Teens must overcome significant challenges as beginning drivers," said Lisa
Bacus, vice president of marketing for American Family Insurance. "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 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 on Friday, December 4, on MTV, at 10PM ET/PT.

MTV, along with Mindshare Entertainment, also produced a co-branded
sweepstakes for another viewer to attend the 2009 mtvU Woodie Awards.
Beginning today, participants can enter the sweepstakes at amfam.mtv.com.
While on 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.

Teen Safe Driver is a pioneering program offered exclusively through American
Family Insurance that combines technology, expert advice and parental
involvement to help young drivers overcome learning-to-drive challenges.
American Family, in association with DriveCam Inc., 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 program is now available
in all 19 of American family's operating states and is highly touted by
current users.

More than 6,000 families have participated in the program, with teens
averaging a 70 percent decrease in high-risk driving events. Research has
shown direct involvement from parents vastly improves teens' driving habits.

"The campaign we built with American Family delivers a truly effective message
about safe driving for our young adult audience," said John Shea, EVP,
Integrated Marketing & Branded Content, MTV Music/Logo Group. "We've combined
our content to create a branded entertainment series that meshes perfectly
with the MTV programming it'll be seen alongside, providing a positive
experience for our viewers and American Family."

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.

SOURCE American Family Insurance

Kathy Cummings, +1-312-397-6002, for American Family Insurance; or Ken Muth of
American Family Insurance, +1-608-242-4100, ext. 30680, Cell, +1-608-332-6538