In line with the return of Army Wives this month, Lifetime is running a promotional campaign using national cable, local cable, network radio, print and outdoor in 10 major markets as part of its advertiser-rewards program that will hopefully draw sponsors and benefit military families as well.

So far, big marketers have already signed on to be part of Army Wives, the drama series about domestic life in the army base.  These include Ford Motor Co., which is getting a special plotline that promotes the automaker's support to fight breast cancer, and Procter & Gamble, which will sponsor the premiere episode with limited commercial interruptions, as it did last year before the series emerged as a hit.

Warning: May contain spoilers.

Ford's storyline begins in the sixth installment of Army Wives' second season, airing on July 13.  In the episode, Betty (Patricia French), the owner of the bar that exploded at the first season finale, finds out that she has breast cancer.  Feeling the need to change her life, she buys a car, a 2009 black “Warriors in Pink” edition Mustang with pink racing stripes and a glass roof, which is designed to raise money for breast cancer programs.  She takes off on a road trip across the country and her storylines continues as she sends postcards to the army wives on the base.

“There are a lot of media dollars that are spent at Ford Motor Co. selling cars. These dollars are spent on trying to impact and save lives.  And at the same time we are not shy about making sure people know that Ford is behind this initiative,” Ford marketing manager Connie Fontaine said.  “Of course you hope when you see these vehicles integrated into the show, or how excited people get when they win one, that you're more likely to consider a Ford product.”

Meanwhile, Betty isn't the only one who gets to drive Ford's latest edition.  As part of the network's “Dream Fulfillment” program in October, it will also be giving away an identical Mustang to a real army wife whose life has been affected by breast cancer.


-Kris De Leon, BuddyTV Staff Columnist
Source: TV Week
(Image courtesy of Lifetime)