The show, which pairs troubled teens with very strict parents, combines entertainment value, practical parenting advice, and allows for discussion between parents and their kids, said Dee McLaughlin, SVP of brand marketing for CMT.
“The great thing about this show for us is that it is a unique opportunity for co-viewing and connecting,” she said, noting that the target audience is ages 18 to 49.
Working with LeadDog Marketing on digital offerings, CMT is using Twitter, MySpace, Facebook, and YouTube to promote the show and its interactive Web site, which has e-cards, games, polls, and quizzes, all related to World's Strictest Parents content.
“It's a combination of a lot of different types of tactics,” McLaughlin said. “What iVillage is doing is creating a number of custom editorial integrations for us. Our agency is going to be feeding parenting and entertainment blogs with a poll and open caption contest.”
For more traditional media, CMT is working with radio affiliates in 20 markets such as Phoenix, Columbus, OH, and Memphis, TN, as well as XM/Sirius radio. CMT is also reaching out to entertainment media outlets such as TV Guide, McLaughlin added. Other marketing tactics include on-air promos and out-of-home, such as coffee sleeve advertising.