By removing a reason for listeners to change the station, Allstate could reinforce its Safe Driving Bonus brand message, rewarding drivers that stayed out of accidents and giving listeners what they wanted: no ad breaks. The only interruptions to the music were short, 15-second announcements introducing the hour and offering safe driving tips, often from the on-air personalities themselves for a more seamless experience.

2.4 million consumers watched The Martha Stewart Show as she provided Allstate safety tip and messages. 11,571 consumers then visited Martha’s Allstate-branded microsite to collect pre-prom party tips. Allstate considered this to be a 'Best in Class' execution, and the 2007 integrations were created at no additional cost.