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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
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