• by John Gaffney , May 31, 2002

Lifetime Television and the Flipside Network have announced results from an online and on-air multi-platform promotion for Universal Pictures theatrical release of About a Boy that drove an unduplicated female audience to the online event.

With both media properties commanding a high percentage of females in their audiences, the content and month long promotional event focused on targeting women for the film’s release and generated over 450,000 sweepstakes entries. Both LifetimeTV.com and the Flipside Network jointly promoted a game, interviews with the cast, and a sweepstakes across their respective online properties. During the final week of the promotion, eighty :60 second on-air spots were dedicated on Lifetime Television’s "Lifetime Movie Network Goes to Hollywood" to augment the event.

“The promotion with Lifetime reveals that online and offline brands can unite to create an immersive campaign that tap into the each property’s strengths,” said Strief. “The overwhelming response continues to prove that advertisers are recognizing the value of deep, integrated promotions and we are committed to creatively entertain, reach and deliver this key female audience.”

The online campaign featured a compelling game themed around the movie. Players participated in a version of LifetimeTV.com’s “Test Your Love IQ,” by guessing Hugh Grant’s character (Will Freeman), views on relationships and love.

“The results of this campaign prove what lifetimetv.com has known all along – women are fast becoming dominant users of the web,” said Black. “This multi-platform promotion was very successful at touching female consumers while further strengthening their connection with the brand.”

The sites also presented a thematic sweepstakes entitled: The Amazing Date Sweepstakes, which features prizes such as a limousine, dinner and theater tickets, diamond earrings, and $500 cash. Fans could also access interviews of the cast online, view the trailer, and link to the film's official website.