As part of its “It’s a Wonderful Lifetime” holiday lineup, Lifetime has partnered with a brand for the second year in a row to bring original content to viewers.
This year, that partner is Olay and the featured product is the brand’s newest skin care product Vitamin C + Peptide24 Moisturizer. In Lifetime’s original mini-movie, A Merry & Bright Makeover, smart and beautiful scientist Eve accompanies her boyfriend to his family’s home for the holidays. While there, the boyfriend’s sister Merry, played by High School Musical’s Monique Coleman, uses her social-media savvy to get him to propose to Eve.
The mini movie debuted during the premiere of Lifetime’s A Christmas Dance Reunion on Friday, Dec. 3 at 8 p.m. ET.
Last year, Lifetime partnered with KFC to produce an original mini-movie titled A Recipe for Seduction with Mario Lopez playing a sexy Colonel Sanders.
“You won’t find a more engaged audience than Lifetime viewers hunkering down for ‘It’s A Wonderful Lifetime’ holiday movies, and we leverage that passion to the advantage of our partners,” said David DeSocio, executive vice president, ad sales and partnership marketing, A+E Networks, in a statement. “Our custom mini-movies are a heartfelt and highly engaging way for clients to connect with consumers. Our co-production with Olay showcases themes of diversity and beauty, it allows the product to shine and personifies themes and values important to the brand. It’s the perfect holiday gift—for viewers and shoppers this season.”
In addition to the branded mini-movie, Olay’s cross-platform media campaign includes tune-in, in-program messaging, social and weekly prize packages of “A Year’s Worth of Olay” during Lifetime’s 30 Days of Merry Giveaways, part of its holiday games feature. The digital giveaway runs November 26 through December 25.