Partnership:

MANEATER and Unilever

Description:

Lifetime Television Networks and Unilever teamed up to promote MANEATER, a miniseries event that aired May 30-31, 2009, with a sweepstakes. One Grand Prize winner won a trip for four to a Florida beach house. Weekly Second Prize winners received Vaseline Aloe Fresh products. The sweepstakes was promoted on-air, in print, online, through mobile channels and with freestanding inserts in newspapers nationwide. This massive promotional campaign for Unilever's Vaseline Aloe Fresh brand included a presenting sponsorship of the two-part program and an expansive combination of marketing opportunities to reach the brand’s target audience: women. A key element of the partnership was the multiple product integrations of Vaseline Aloe Fresh into the miniseries. In the four-hour miniseries, Chalke maintains a list of rules to live by, a set of tenets she uses as a guide for her life. Playing on this theme, Lifetime and Vaseline Aloe Fresh created a promotion involving branded-content vignettes featuring MANEATER star Sarah Chalke and Vaseline Aloe Fresh called "The Rules for Skin Season" to celebrate ways to enjoy the summer and the benefits of the brand. Co-branded promotional spots ran on- and off-network, as well as on the radio. Online, viral e-cards and e-mail blasts supported the partnership, as did ads on top entertainment, women's and gossip sites. Mall signage in 15 markets including New York and Los Angeles and a major print buy also supported the effort. The micro site for the campaingn, www.rulesforskinseason.com, also houses a dedicated online community where visitors can share skin care advice. The promotion ran throughout April and May 2009.

Partnership Opportunity:
MANEATER/Television
Company:
Lifetime Television
Partner/Category:
Unilever /CPG
Timing:
May 2nd Quarter 2009
Target:
Adults
Promotional Elements:
Media Elements:
Created On:
2020-11-30
Last Modified on:
2014-08-14
Companies Involved
Lifetime Television
Tuck

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