March 27, 2012

HSN partners with Universal Pictures for multichannel campaign

HSN, formerly known as The Home Shopping Network, has partnered with Universal Pictures to launch a multichannel shopping day that also promotes Universal's film Snow White and the Huntsman, said Brad Bohnert, HSN's director of PR and events. The 24-hour shopping day is scheduled for May 30, before the film's release on June 1.

In preparation for the film's release, HSN is releasing an exclusive products collection inspired by the film and targeted to women. The items, which include clothing, high-end jewelry and home accessories, will be available to view live and purchase on TV, HSN.com and mobile.

“The partnership with Universal Pictures for Snow White and the Huntsman plays a key role in elevating awareness and relevance for the HSN brand. It is an important component of our entertainment strategy,” said Bill Brand, EVP of HSN's programming, marketing and business development, in a statement.

Stephanie Sperber, president of Universal partnerships and licensing, said in a statement that the 24-hour shopping event is beneficial because it builds anticipation for the film's opening.

“HSN is the perfect partner to bring the look and feel of Snow White and the Huntsman to life through fashion and lifestyle items inspired by the film,” Sperber said in a statement.