Lifetime will unleash in New York City Thursday 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. The core event in the promotion is the Jan. 3 “March of the Robes,” in which 160 women wearing How To Look Good Naked bathrobes will 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 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.
“In marketing Lifetime Networks, we’re fortunate to have a powerful brand foundation that enables us to utilize all media platforms to reach women,” said Lifetime Networks co-chief marketing officers Bob Bibb and Lew Goldstein in a statement. “This creative campaign, embodying our new contemporary marketing direction, is designed to make the brand more vibrant and multigenerational to women everywhere, wherever they go for entertainment and information, from on-air to online.”
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, iTunes 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.