According to the New York Times via Mediabuyerplanner, dating site Perfectmatch has signed a season-long deal to be integrated into the storyline of Lifetime channel’s new series about a dysfunctional dating service, Lovespring International. Throughout the 13-episode season, Perfectmatch.com will appear as a faceless nemesis that steals clients from Lovespring.
“It’s much more than having a beer on the counter,” said Duane Dahl, chief executive and co-founder of Perfectmatch. “We really look for seamless integration opportunities.”
PerfectMatch has done a good job integrating with various movies, from Must Love Dogs to The Break-up. The success of the Lovespring deal depends on if the show makes it past the first few episodes. As we have all seen with increasing frequency the past few years, poorly received network shows tend to disappear without a trace.
Under the terms of the deal, Perfectmatch bought commercial time during episodes of Lovespring International and Lifetime will buy online ads on Perfectmatch.
Recently I reviewed the LEK dating show pilot. Not sure what is going on with that.
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FYI, you can check out how the Lifetime Channel and PerfectMatch are bringing this relationship to life via online advertising here -
http://adverlicio.us/lifetime_channel_lovespring_international_300x250
and
http://adverlicio.us/lifetime_channel_lovespring_international_728x90
PerfectMatch’s more conventional online advertising available here -
http://adverlicio.us/perfectmatch_com_rbop_300x250
Enjoy!