[01/02/08 - 05:06 PM]
Lifetime Television Launches Largest Reality Series Marketing Campaign in Network History to Support 'How to Look Good Naked,' Hosted by Carson Kressley, Premiering Friday, January 4 at 9pm (ET/PT)
The multi-platform initiatives feature an extensive guerilla marketing campaign highlighted by the "March of the Robes."

[via press release from Lifetime]

Lifetime Television Launches Largest Reality Series Marketing Campaign in Network History to Support 'How to Look Good Naked,' Hosted by Carson Kressley, Premiering Friday, January 4 at 9PM (ET/PT)

Multi-Platform Initiatives Includes Live "March of the Robes" -- Featuring 160 Women in Bathrobes -- In New York City On Thursday, January 3

NEW YORK, Jan. 2 -- Following their successful summer marketing campaign that transformed "Army Wives" into a water cooler smash hit, Lifetime Networks Co-Chief Marketing Officers Bob Bibb and Lew Goldstein have launched the largest reality series marketing campaign in the network's history to support "How to Look Good Naked," hosted by Carson Kressley, which premieres Friday, January 4, at 9PM (ET/PT).

Along with "How to Look Good Naked," Lifetime is also debuting two more reality series that night, "Matched in Manhattan" at 9:30PM (ET/PT) and "Top This Party" at 10PM (ET/PT).

The multi-platform initiatives feature an extensive guerilla marketing campaign highlighted by the "March of the Robes." In the stunt, 160 women in "How to Look Good Naked" bathrobes, waving bras, will travel on mass transportation and march through the streets of New York City on Thursday, January 3, handing out "Happy Nude Year" cards -- featuring a humorous audio holiday greeting from Kressley -- culminating in a photo opportunity in Times Square.

In making the announcement, Bibb and Goldstein said: "In marketing Lifetime Networks, we're fortunate to have a powerful brand foundation that enables us to utilize all media platforms to reach women. This creative campaign, embodying our new contemporary marketing direction, is designed to make the brand more vibrant and multi-generational to women everywhere, wherever they go for entertainment and information, from on-air to online."

The "How to Look Good Naked" promotional campaign includes partnerships with JetBlue -- Lifetime's first-ever branded airline channel -- Bliss Spa, ELF Cosmetics, Macy's, Maidenform, "Redbook," Keri Renewal and product placement with Vespa.

In addition, there will be a wide array of original digital content at myLifetime.com showcasing Kressley providing beauty and fashion tips, along with an online sweepstakes, among other unique broadband offerings. Following are highlights of the "How to Look Good Naked" marketing campaign:

-- Guerilla Marketing Campaign:

-- The March of the Robes: 160 women traveling on mass transportation and marching through the streets of New York City in robes and waving bras, distributing "Happy Nude Year" cards on Thursday, January 3, and Friday, January 4.

-- Funhouse Mirrors: On Thursday, January 3 and Friday, January 4, "How to Look Good Naked" funhouse mirrors will be set up in New York, Los Angeles and Miami with brand ambassadors passing out the "Happy Nude Year" cards and HTLGN branded compact mirrors.

-- Malls: HTLGN brand ambassadors in 11 malls nationwide will pass out the "Happy Nude Year" cards during the weekend of Saturday, December 29-Sunday, December 30. -- Overall, 250,000 "Happy Nude Year" sound cards and 20,000 compact mirrors will be distributed in more than 10 national markets.

-- Sponsors and Partnerships:

-- Partnerships include JetBlue, Bliss Spa, ELF Cosmetics (branded Mineral cosmetic set), Macy's, Maidenform, "Redbook," Keri Renewal and Vespa.

-- First ever Lifetime-airline partnership (branded channel on JetBlue flights).

-- Promotional partnership with "Redbook" includes two features for the February/March issues highlighting some of the women from the show. Lifetime will be producing seven 15-second vignettes that will run during each episode with the editor-in-chief of "Redbook" offering a key tip from the two editorial pieces

-- Product integration with Vespa, with ELF Cosmetics integration in first episode.

-- Digital Initiatives:

-- Digital initiatives include beauty and fashion tips from Kressley; online sweepstakes; sneak peeks on myLifetime.com, Lifetime VOD, iTunes and Yahoo; rich media eCards; and a "shake 'em naked" gadget which users can post in their Facebook, Myspace and other social networking profiles.

-- Outdoor Marketing:

-- Mall kiosks, bus kings, wild postings on construction sites and Simon Malls (with network's first ever use of mirror clings in women's bathrooms).

-- Additional Out-of-Home includes billboards at sites in New York and Los Angeles, as well as the Denver airport.

-- Traditional Marketing:

-- Broadcast media includes local cable, spot TV, radio promotions and spot radio. Print advertising includes "Entertainment Weekly," "Life & Style," "OK! Magazine," "People," "Quick & Simple," "Redbook," "Self," "TV Guide," and "US Weekly."

LIFETIME is the leader in women's television and one of the top-rated basic cable television networks. A diverse, multi-media company, LIFETIME is committed to offering the highest quality entertainment and information programming, and advocating a wide range of issues affecting women and their families. LIFETIME Television, Lifetime Movie Network, Lifetime Real Women and Lifetime Digital (including myLifetime.com) are part of LIFETIME Entertainment Services, a 50/50 joint venture of The Hearst Corporation and The Walt Disney Company.

SOURCE Lifetime Networks
http://www.lifetimetv.com http://myLifetime.com

  [january 2008]  


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