Sprint TV, Suave Ask Moms To Write Webisodes Starring Leah Rimini
The Web series supporting Sprint TV, Unilever's Suave brand and MSN, called "In the Motherhood," will run on MSN.com starting this week through June and will be supported by a partnership with "The Ellen DeGeneres Show."
The program, the result of a joint initiative between Suave and Sprint Nextel and created by MindShare Entertainment, entails consumers who are moms, who have the opportunity to submit their own ideas for scripts and also do some of the writing for the show, which profiles the lives of three mom girlfriends.
Although the characters and story lines are being developed by Hollywood scribes, the material will come from consumers, who will be encouraged via integrated advertising to describe their experiences in narrative form, not as a script, at inthemotherhood.com. An "online mom" community will vote for the best entries, which the pros will polish and put in the Webisodes.
Suave and Sprint are promoting via integration with "DeGeneres," which will publicize the series for 10 weeks, and print promos in People magazine. "DeGeneres" will run segments within the show showing clips of the five Webisodes and detailing how the videos were made. The first will air on May 11 and subsequent Webisodes will air on May 22 and 29 and June 5 and 12.
The Web site will offer games, blogging and peer-to-peer conversation. They also can be viewed at suave.com as well as on Sprint TV, available on Sprint Power Vision phones.
Anita Newton, VP marketing at Sprint, says that while Sprint will promote the series only on Sprint TV, the effort is meant to pitch the Sprint brand and the portfolio of cell phones and services as solutions for busy moms.
Among those services are the Sprint Music Store, which offers wireless music downloads to Sprint Power Vision phones for 99 cents per download; Sprint Navigation, a GPS turn-by-turn direction guidance system; Sprint Family Locator, and the Sprint TV and Sprint Picture mail.
Both Suave and Sprint have mom-directed marketing programs. Suave has an exclusive partnership with the Hot Moms Club, an online community. The brand, per a release, has developed a study of 3,000 mothers nationwide.
Newton suggests Sprint might be working with Unilever on other projects directed to women.
Recent Online Media Daily Articles
-
Consumer Action: Most Consumers Want Control Over Tracking June 18, 8:20 p.m.
Most Web users have expectations about privacy that appear to be at odds with current practices ... -
Affiliate Channels Attract Global Buying, Tailored Marketing Programs June 18, 5:54 p.m.
The Internet continues to make the world smaller for affiliate marketers, but there are physical challenges ... -
Microsoft Rolls Out Ad Pano, Mobile Ad Format June 18, 3:03 p.m.
With the help of the broader ad industry, Microsoft this week is rolling out a mobile ... -
Kiip Debuts Self-Serve Option For Advertisers June 18, 2:23 p.m.
Mobile rewards network Kiip has added a self-serve option for advertisers aimed at attracting more small- and ... -
Mindshare Taps Elkins As Managing Director, Digital, West Coast June 18, 1:51 p.m.
Mindshare, part of WPP's GroupM, has tapped digital marketing veteran Amy Elkins to be managing director, ... -
Blogging Stake: WPP Invests In Muzy June 18, 9:12 a.m.
WPP has taken a stake in Muzy Inc., an early-stage micro-blogging service focused on mobile content ... -
MSN, Newsy Partnership To Debut June 18, 7:40 a.m.
MSN on Tuesday is expected to announce a partnership with mobile-focused video news network Newsy. Similar to ... -
ZO Shaves Global Ad Outlook: Says Internet, Especially Mobile, Will Be Greatest Growth Engines June 18, 7:34 a.m.
The global ad economy now is expected to expand only 3.5% this year, according to the ... -
Google Enhanced Campaigns Increase Cost Per Click June 18, 12:05 a.m.
Search advertisers will need to learn how to compensate for rising costs per click as Google ... -
Publicis Groupe's VivaKi Influences Mass Relevance Social Road Map June 17, 9 p.m.
VivaKi Ventures has gained input into Mass Relevance's product road map to influence features and functions ...
Be the first to comment on "Sprint TV, Suave Ask Moms To Write Webisodes Starring Leah Rimini"
Leave a Comment