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'In Gayle We Trust' is first network digital series to earn third-season pickup

by jmaloni
Tue, May 10th 2011 03:00 pm

The NBCUniversal Digital Studio and American Family Insurance today announced the renewal of its original series "In Gayle We Trust," - marking the first time a network's digital series has earned a third-season pickup. "In Gayle We Trust," starring Elisa Donovan ("Clueless") in the title role, is sponsored by American Family Insurance and was launched in September 2009.

Cameron Death, senior vice president and general manager of NBCUniversal Digital Studio, made the announcement.

"In Gayle We Trust" is an intriguing digital series with a quirky edge. The program centers on the lives of the fictional residents of Maple Grove. Insurance agent Gayle Evans (Donovan, also of "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.

"What we have is a popular series that not only delivers a strong fan base with over 24MM qualified views to date, (but) it is equally successful in providing year over year lifts across all traditional brand metrics," said Death. "It demonstrates the successful creative efforts of the NBCUniversal Digital Studio and is truly the gold standard of digital entertainment, and we share this success with our partner, American Family Insurance."

The comedic short stories will continue to be produced by NBCUniversal Digital Studio and will be available at www.ingaylewetrust.com.

"We are very excited to be a part of the 'In Gayle We Trust' franchise and to be coming back for a third season. Branded content has played a key role in our marketing strategy for the last two years and has proven a successful tactic in reaching and engaging with our consumer base," adds Telisa Yancy, advertiser director for American Family Insurance.

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