HSN & A+E Networks to Offer Shopping Experience for Lifetime’s Beaches

NEW YORK: HSN and A+E Networks are launching a co-branded retail partnership with Lifetime’s original movie Beaches, which is debuting on January 21.

HSN home products will be featured in the film, which will help drive consumer engagement via a shoppable co-branded website. During the premiere broadcast, scheduled for 8 p.m., consumers will be reminded to visit mylifetime.com/beaches to shop looks from the film. Starting on January 23, during the on-demand viewing experience on the Beaches movie website, users will be encouraged to click through and purchase the HSN home products featured in the beach house.

“This partnership with HSN shows that brand integrations can live organically outside of the traditional product-placement model that we have all become familiar with,” said Peter Olsen, the executive VP of ad sales at A+E Networks. “By extending the collaboration outside of the film and allowing viewers to purchase the products they see in Beaches, we are establishing a new relationship with our viewers that keeps the film’s content top of mind throughout the viewing experience and beyond.”

“HSN is thrilled to partner with A+E Networks’ Lifetime to integrate our product assortment into the Beaches film and create an innovative approach to shopping,” said Bill Brand, HSN’s president. “Extending the HSN experience to the Lifetime world is a key part of our distributed commerce strategy. These added access points allow customers to shop the collection as they watch the film, providing an unrivaled retail experience.”