SUBURBAN MOMS HIT THE STREETS TO PROMOTE CMT SERIES “I WANT TO LOOK LIKE A HIGH SCHOOL CHEERLEADER AGAIN”
10/01/07
CMT Teams Up With Miles Of Marketing For 21-Market Grassroots Campaign
NASHVILLE – October 1, 2007 – Sixty stay-at-home moms in 21 markets will hit the streets beginning Monday, October 1 to promote the CMT life-makeover series, I WANT TO LOOK LIKE A HIGH SCHOOL CHEERLEADER AGAIN, which premieres on the network Saturday, October. 6 at 8:30 p.m., ET/PT.
The two-week campaign, organized by N.J.-based marketing company, Miles Of Marketing (M.O.M), combines mobile advertising with grassroots, word-of-mouth awareness. Street teams, made up of suburban, stay-at-home moms, will advertise the CMT show on their cars and mini-vans, distribute flyers and premiums and blog about the series on Web sites relevant to their lives.
“I WANT TO LOOK LIKE A HIGH SCHOOL CHEERLEADER AGAIN provides us with the perfect opportunity to target the ever-influential ‘mom community’ with a uniquely designed campaign that utilizes and employs the very audience we’re trying to reach,” said Andy Holeman, vice president, consumer marketing for CMT. “This type of tactic is exactly the kind of creativity and targeted innovation that we look to build into all of our marketing at CMT, and we’re thrilled to be working with our new partners at Miles Of Marketing.”
“CMT understands the power and reach of the mom community,” said Liza Lowenberg and Whitney Zimet, co-owners of Miles Of Marketing. “Our street teams drive some 20-35 miles a day while running errands, going to the mall or the gym and getting together with other moms at playgroups and schools, and they are fantastic brand ambassadors.”
“Suburban M.O.M. Street Teams” will place magnetic decals promoting the CHEERLEADER series on their cars, capturing the attention of other moms on-the-go; penetrating carpool/school drop off lanes, grocery store parking lots, children's playgroups, soccer games and more. The I WANT TO LOOK LIKE A HIGH SCHOOL CHEERLEADER AGAIN campaign will include the following 21 markets: Atlanta, Baltimore, Boston, Chicago, Columbus, Greensboro/Winston-Salem, Indianapolis, Las Vegas, Los Angeles, Louisville, Nashville, Norfolk, Philadelphia, Phoenix, Portland, Raleigh, San Antonio, Seattle, St. Louis, Tampa and Washington, D.C.
I WANT TO LOOK LIKE A HIGH SCHOOL CHEERLEADER AGAIN stars Dallas Cowboys Cheerleaders trainer Jay Johnson who, along with his wife Lin, is charged with whipping 10 women back into their high school cheerleading shape. Contestants will be physically and emotionally challenged as they compete for a $50,000 prize.
Recently, Miles Of Marketing drove some 586 miles in a two week period to promote Bon Jovi’s “Lost Highway” album release. Twenty moms raised awareness in 10 different markets across the nation with their car magnet featuring the album and by handing out postcards and posters to dry cleaners, supermarkets, schools, restaurants and gyms. Six listening parties were also held during the week of release with 10-15 moms at each meeting. For more information, visit www.milesofmarketing.com.
Visit CMT's press-only Web site www.cmtpress.com for more information and downloadable photos on all of CMT's programming.
CMT, a unit of Viacom’s MTV Networks (NYSE: VIA and VIA.B), is the leading television and digital authority on country music and Heartland entertainment, reaching more than 87 million homes in the U.S. CMT and its website, CMT.com, offer an unparalleled mix of music, news, live concerts and series and is the top resource for country music on demand. The network’s digital platforms include the 24-hour music channel, CMT Pure Country, CMT Mobile and CMT’s broadband channel, CMT Loaded.
MTV Networks, a unit of Viacom , is one of the world's leading creators of programming and content across all media platforms. MTV Networks, with 137 channels worldwide, owns and operates the following television programming services - MTV: MUSIC TELEVISION, MTV2, VH1, mtvU, NICKELODEON, NICK at NITE, COMEDY CENTRAL, TV LAND, SPIKE TV, CMT, NOGGIN/THE N, VH1 CLASSIC, LOGO, MTVN INTERNATIONAL and THE DIGITAL SUITE FROM MTV NETWORKS, a package of 13 digital services, all of these networks trademarks of MTV Networks. MTV Networks connects with its audiences through its robust consumer products businesses and its more than 200 interactive properties worldwide, including online, broadband, wireless and interactive television services and also has licensing agreements, joint ventures, and syndication deals whereby all of its programming services can be seen worldwide.
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