Working with The ad*itive, the PR AOR for Truth, ALF and MTV created The Truth Rider Challenge, which will air throughout October, and provide a glimpse into the inner workings of Truth's popular summer tour. The mini-episodes follow two young adults, who were a part of the popular MTV show Made, as they try to serve as Truth tour volunteers.
"With these integrations in general, we try to use other channels where we usually have paid media on, where we develop branded entertainment-type programs with the full cooperation of the channel," said Patricia McLaughlin, associate VP of communications for ALF. "[It's] a way to subtly integrate tobacco-related messages into the programming content and as a way to reach our prospective audience very effectively."
ALF is promoting the mini-episodes on Twitter, Facebook, YouTube, and the Made homepage, while also targeting entertainment media and trade media covering public health and tobacco.
The partnership also helps to promote the summer Truth tour in general, which was extended through October this year, she added.
"This was a perfect way to marry what we were already doing," McLaughlin said. "Truth is an ever-evolving campaign and we're always looking for new ways to grab teens attention."