Lifetime Television will begin its summer programming run with the miniseries Maneater in late May.
Starring Sarah Chalke (Lifetime's Why I Wore Lipstick to My Mastectomy, Scrubs) and based on Gigi Levangie Grazer's (The Starter Wife) best-selling book, Maneater, produced by Sony Pictures Television, tells tale of a glamorous Hollywood social climber, who finally meets her match. The miniseries, which is being sponsored by Vaseline Aloe Fresh, debuts May 30 and May 31 at 9 p.m. (ET/PT).
Under its presenting sponsorship pact, which begins in mid-April on Lifetime and sister service Lifetime Movie Network, Vaseline Aloe Fresh will have a presence via co-branded promotional spots, as well as commercials on other networks and radio.
The integrated campaign, brokered by Mindshare, will also manifest through original vignettes featuring Chalke and the brand and online promotions in the form of e-cards and e-mails blasts. There will also be schedules on entertainment, women's and gossip sites; out-of-home buys and mall singage in 15 DMAs, including New York and Los Angeles; print media, encompassing weekly celebrity and lifestyle titles and daily pubs; and outreach efforts.
