One Stripped Down Promotion
Well, it’s not every day you see an army of 160 women parading through Times Square in their bathrobes and twirling their bras in the air in the middle of winter. But, that’s just what Lifetime Television did to launch its new How to Look Good Naked show this January.
“The Parade of Robes” as it was called, happened January 3 and 4, and if you were lucky enough to be standing on a subway platform during the procession, you received a “Happy Nude Year” sound card (it played a humorous audio greeting) or HTLGN branded compact mirror.
To play off of the body-image aspect of the show, Lifetime, a leader in women’s television, set up funhouse mirrors in New York, Miami and Los Angeles on the same days to attract passersby. On December 29 and 30, brand ambassadors also hit 11 malls in target markets to hand out the cards and mirrors. In total, a quarter of a million cards and 20,000 compacts were distributed.
“It was the perfect marriage of a terrific marketing campaign and a terrific new show,” says Gary Morgenstein, spokesperson for Lifetime TV. “The Parade of the Robes reflected the innovative, non-traditional 360 degree marketing approach we took to promoting How to Look Good Naked, designed to make our brand more vibrant and multi-generational to women everywhere.”
The show, which is hosted by Carson Kressley, debuted January 4. TV, radio promotions and print ads (including features in Redbook highlighting women from the series) supported its launch. Online HTLGN will offer branded eCards and a “Shake ’em naked” gadget for Facebook fans. MyLifetime.com is offering an online sweepstakes presented by Keri Renewal that dangles a trip to New York to have lunch with Kressley. Clothes are optional (as a shopping spree is included as part of the grand prize).
Looking for some feel-good items for your own promotion? Check out our Shopping List below.
Hot Consumer Campaign
Getting to Know the Gecko
To paraphrase the ever-charming Gecko in the Geico radio ads: “Who doesn’t like a friend that gives you things?” Kids visiting the San Diego Zoo through February 17 got the message. A costumed Gecko was on hand handing out finger puppets and figurines as part of the leading insurance provider’s partnership with The Association of Zoos and Aquariums.
The Geico Gecko Exhibit features the real Madagascar day geckos and the not-so real mascot. The tour and exhibit will continue nationwide for three years at AZA-accredited zoos and aquariums. At each stop, Geico will make a contribution to wildlife conservation.
It will also be the lead sponsor for AZA’s Earth Day “Party for the Planet” on April 22nd.
“We wanted to use the power of the Geico Gecko to support a worthy cause,” says Rynthia Rost, vice president of public affairs for Geico, Washington, D.C. “Zoos and aquariums are important cultural and educational resources in the communities Geico serves. Now, our Gecko can help people save money on car insurance and help zoos and aquariums save wildlife."
The tour is expected to reach 157 million consumers. It’s being supported by a series of animated commercials starring the mascot interacting with other zoo animals. One shows him attempting to speak to a jellyfish. He says, “I’ll be honest here, it’s very hard to talk with you, I mean where exactly is your face?” Another features the gecko talking to an otter. Unfortunately, for the mascot known for giving, the otter refuses to share his clams. No word on whether the Geico cavemen will begin popping up at natural history museums.
If you’re shopping for some eco-friendly products, check out our Shopping List below.
Here's a sampling of hot products to rev up your next promotion:
Yogic Bliss Yoga desk set can help re-vamp a negative image by re-energizing body and mind. Available from asi/84495.
Pamper Package Love up your body�s biggest organ with this collection of soothing aloe products. Available from asi/34362.
Water, Water Everywhere Clean up self images with a bottle of natural spring water. Down the hatch! Available from asi/95395.
Love your Land-yard 100% recycled lanyard lets you wear your cause around your neck. Available from asi/75138.
Pencil Me In Save cash and the Earth with recycled money pencils. Available from asi/84820.
Music to Their Ears The music download card offers the choice of 3 million+ songs for download to iPods / MP3 Players. Features: 4-color card, link from clients Web site, and optional data capture (survey). Available from asi/42989.