CarGurus, an Internet automotive retailing platform, has signed on to sponsor a revival of the Groucho Marx game show "You Bet Your Life" to be hosted by car-crazy comedian Jay Leno.
Leno will start each episode of the nationally syndicated show, which premieres this week, by revealing the "CarGurus secret word of the day." Viewers who scan a QR code on the screen will be directed to cargurus.com, and the CarGurus logo will reappear if any of the contestants say the secret word during the show.
Leno's status as a well-known car fanatic made the show feel "like a great fit with our brand," CarGurus Chief Marketing Officer Sarah Welch said in a statement. "Consumers have come to trust Jay's automotive expertise; and as the pioneer in bringing trust into car shopping, we are thrilled to socialize CarGurus to Jay's vast fan base through this partnership."