By Dan Mitchell, MLM Blog Correspondent
Here's an interesting development…
From the Voice Of The Broadcasting Industry:
They are partnering on a multi-faceted media and marketing program
to promote the season three launch of the Network's hit drama series
Army Wives, 2008's number one basic cable program among Women 18-49.
The Season Three premiere is debuted 6/7 at 10:00 PM ET/PT.
The partnership begins with Mary Kay's sponsorship of the premiere
episode of Army Wives' third season and extends throughout the entire
season. Mary Kay is also sponsoring Lifetime's Get the Look of Army
Wives vignettes, which feature independent celebrity make-up artist
Ashunta Sheriff using Mary Kay products to show viewers how to "get the
look" of the series' characters. The segments will be featured during
commercial breaks of Army Wives, as well as online at myLifetime.com
and MaryKay.com.
As part of the partnership, Mary Kay will also sponsor one of
Lifetime's Army Wives Gives Back interstitial segments, which celebrate
American military wives and pay tribute to these women's struggles and
sacrifices. The segment, hosted by Army Wives cast member Wendy Davis,
will air during commercial breaks in the series, as well as on Lifetime
on Demand and on the two companies' websites. In addition, Lifetime and
Mary Kay are joining forces for an interactive online sweepstakes at
myLifetime.com and MaryKay.com, where consumers can enjoy a custom game
and enter to win Mary Kay product daily and a grand prize trip for two
to Hawaii. The Get the Look of Army Wives and Army Wives Gives Back
segments were produced by Rink Entertainment.
Read more…
