By Joel Russell

Professional marketers should keep an eye on a campaign from the team behind the Comedy Central's cable TV show "Reno 911!" that will test the limits of viral marketing this summer.

Ben Garant and Thomas Lennon – both actor-writer-producers on the "Reno" TV and film franchise – have partnered with Declare Yourself, a national nonpartisan youth voter group, to make 20 short videos, all shot in Los Angeles, calling on 18-year-olds to become registered voters in time for the 2008 election.

Norman Lear, the former sitcom producer and founder of Declare Yourself, has put together an Internet dream team to distribute the non-commercial campaign. Partnership deals with Yahoo, MySpace, YouTube, Google, Friendster, Evite and Good Search will promote the comedy shorts and their message.

In terms of traditional media, the campaign will work with radio giant Clear Channel Communication and Comedy Central.

On the celebrity front, the L.A.-based Lear has brought on America Ferrera, star of ABC's "Ugly Betty," and Hayden Panettiere from NBC's "Heroes," to serve as spokeswomen for the project.