Lifetime and Vaseline Aloe Fresh, a Unilever brand, announced a partnership to launch a comprehensive, multi-platform promotional campaign in support of the highly anticipated, all-new miniseries Maneater. Vaseline Aloe Fresh will be the Presenting Sponsor of the two-part program, starring Sarah Chalke (TV’s Scrubs) and set to air May 30 and 31.
Scheduled to begin in mid-April and extend through encore presentations of the miniseries on Lifetime Television and Lifetime Movie Network – cable’s top two women’s channels – the brand partnership, brokered by Mindshare, will cross every division of Lifetime to maximize consumer awareness of Maneater and the Vaseline Aloe Fresh line of light lotions that leave skin feeling hydrated and refreshed. Campaign elements include the following:
* Multiple product integrations of Vaseline Aloe Fresh into the miniseries.
* Custom, co-branded promotional spots running on-Network, off-Network and on the radio.
* Original branded-content vignettes starring Chalke and featuring Vaseline Aloe Fresh.
* Viral online promotions in the form of e-cards and massive e-mail blasts.
* Targeted advertising on top entertainment, women’s and gossip sites.
Extensive out-of-home buys and mall signage in 15 markets, including New York and LA.
* Broad print media, including major weekly celebrity and lifestyle magazines and daily publications.
* Comprehensive public relations outreach.
In the miniseries, lead character Clarissa (Chalke) maintains a list of rules to live by, a set of tenets she uses as a guide for her life. To thread this theme throughout the summer, Lifetime and Vaseline Aloe Fresh have created a promotion entitled “The Rules for Skin Season” intended to highlight the many fun ways consumers celebrate the lighthearted nature of the summer. The promotion includes branded content vignettes featuring Chalke in short, comedic videos that illustrate some of “The Rules for Skin Season.” It also speaks to the product’s key benefit of being light and fresh on skin, especially during the summer months when consumers do not want their skin to feel heavy or sticky.
The promotion also includes a national sweepstakes offering consumers a chance to win an all-expenses-paid trip for four to a Florida Keys beach house, as well as secondary prizes of Vaseline Aloe Fresh products awarded weekly. The sweepstakes will kick-off on May 1 at www.rulesforskinseason.com and be hosted by myLifetime.com. It will be promoted on-air, in print, online, through mobile channels and with free-standing inserts in newspapers nationwide. The sweepstakes site will also house a dedicated online community where visitors can share skin care advice with others. Winners will be announced in late summer.