Oxygen Sets F.A.T. Promo


While Mo’Nique may be taking full-figured women to compete in Paris, Oxygen’s new affiliate promotion will put 10 lucky winners on a plane to the City of Light.

The women’s-targeted network is supporting the third season of its Mo’Nique’s F.A.T. Chance beauty competition with an affiliated promotion that will award 10 winners a trip to Paris, a makeover at an exclusive salon, private French cooking lessons and a dinner cruise on the Seine.

The multifaceted Let Them Eat Cake sweepstakes promotion includes online content, high-speed-Internet spots, local ad sales and video-on-demand components.

Oxygen officials said the network, now in some 71 million homes, will create cross-channel tune-in spots driving viewers to its Web site to enter the national sweepstakes, as well as tune-in spots urging viewers to use high-speed Internet when viewing special Mo’Nique broadband content. Moreover, Oxygen will create VOD spots and taggable vignettes that can be sold to local advertisers.

As for collateral materials, Oxygen will arm cable operators with ad slicks, online banners, e-mail blasts and direct-mail pieces developed specifically to help reach non-high-speed-Internet subscribers or new VOD users.

“Oxygen strives to deliver campaigns to our partners that help them to drive their business goals and are tied to one of our hit shows,” president of distribution Mary Murano said in a prepared statement. “The promotion sign-ups have been particularly strong behind the high-speed and VOD components.”

Premiering in July, the third season of Mo’Nique’s F.A.T Chance will feature the plus-size comedic icon (The Parkers) and five women in Paris, where the contenders will vie for the title of Miss F.A.T. (Fabulous and Thick), $50,000 in cash and the opportunity to prove that big is indeed beautiful.

Elsewhere, the network renewed reality series Tori & Dean: Inn Love for a second season. The 10-episode second season -- the first averaged a 0.5 Nielsen Media Research household rating, a 0.6 mark among women 18-49 and a 0.9 among women 18-34 -- is scheduled to premiere in the third quarter.

Season two will follow the daughter of famed TV producer Aaron Spelling and her TV-actor husband as they bring little Liam Aaron home to Chateau La Rue, where the couple must juggle the demands of career, parenthood and the upkeep of their bed-and-breakfast business.