Quick Hits

New York — Lifetime last week was set to unleash in New York City an army of robed women twirling bras in an effort to promote the Jan. 4 debut of its upcoming reality series How to Look Good Naked.

The series, starring Queer Eye for the Straight Guy’s Carson Kressley, will benefit from the largest reality-series marketing campaign in Lifetime’s history, according to the network. Bolstering ad buys, the core event was the Jan. 3 “March of the Robes,” in which 160 women wearing How to Look Good Naked bathrobes were to take mass transit and march through the streets of New York handing out “Happy Nude Year” cards, culminating in a group photo op in Times Square, according to Lifetime. (The event was to occur after an early press time for this page.)

The campaign, which includes partnerships with airline JetBlue, Bliss Spa, ELF Cosmetics, retailer Macy’s, and under garment clothier Maidenform, will also feature such stunts as How to Look Good Naked funhouse mirrors in New York, Los Angeles and Miami.

The multiplatform initiative will also feature several online components, including  online beauty and fashion tips from Kressley; an online sweepstakes; sneak peeks of the series on myLifetime.com, Lifetime VOD, the iTunes Music Store and Yahoo; rich media eCards; and a “shake 'em naked” gadget which users can post in their Facebook, MySpace and other social networking profiles.

The network will also run local cable, spot TV and radio ads, as well as print advertising in such magazines as Entertainment Weekly, Life & Style, OK!, People, Quick & Simple, Redbook, Self, TV Guide and US Weekly.