Lifetime + Outback Steakhouse
THE CAUSE: Mixologist & a Movie was a short-form franchise wholly conceived as a response to social chatter targeting some of the more "operatic" Lifetime original movie premieres. These hosted interstitials, airing as intros or outros to commercial pods, blended booze and a little self-deprecating humor to turn premiere nights into a party that engaged viewers in real-time. Following the series’ initial run, Bloomin' Brands – one of the world’s largest casual dining companies – inquired as to the potential for a partnership between Mixologist… and Outback Steakhouse.
THE EFFECT: Following a season-two greenlight, Mixologist… returned an episode script inclusive of three segments, each integrating an Outback signature menu item into the narrative. Comprising 1:30 of custom produced content, the “No Rules, Just Right” brand mentality blended seamlessly within the satirical aesthetic of the series, successfully putting the client forward as one that “takes food seriously, without forgetting any of the fun.” A win for all parties, this activation exceeded favorability benchmarks for the client thus driving renewed business for Lifetime the following year.
Watch a partnership featurette below!
THE EFFECT: Following a season-two greenlight, Mixologist… returned an episode script inclusive of three segments, each integrating an Outback signature menu item into the narrative. Comprising 1:30 of custom produced content, the “No Rules, Just Right” brand mentality blended seamlessly within the satirical aesthetic of the series, successfully putting the client forward as one that “takes food seriously, without forgetting any of the fun.” A win for all parties, this activation exceeded favorability benchmarks for the client thus driving renewed business for Lifetime the following year.
Watch a partnership featurette below!
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