Showtime Networks Inc. teamed with Trans World Entertainment's FYE retail chain to release the five-disc DVD set of the first season of the cable brand's “The L Word” show.
The two companies also partnered to launch a “Live the L Word Life” sweepstakes. The grand-prize winner gets a trip for two to Los Angeles' W Hotel, which will be featured in the show's second season starting in February.
“The L Word,” set in Los Angeles, is about a group of lesbian and straight women, their relationships, careers and lives. The original Showtime series will air again on Sunday nights.
FYE will push the DVD set, sweepstakes and second-season launch of the show in 750 stores. Promotional materials, counter and tower signage and spots on the FYE listening and viewing stations in the stores will be used.
Showtime and its series, as well as the DVD set, will gain a presence at fye.com. Promotional material will point consumers to FYE stores, fye.com and the Showtime site. They will be encouraged to enroll in the sweepstakes and buy the DVD set.
Showtime will support FYE's efforts with on-air spots, local radio buys and online banner ads. Publicity on sho.com will complement the effort. And FYE gift cards and the DVD set will be given free to listeners as part of the radio campaigns.
The DVD set costs $69.99 on sho.com. Consumers get a free L Word tank top for ordering from the site.
