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Discovery’s “Shark Week,” the mother of all TV marketing franchises, has birthed yet another.
And this one, appropriately enough, is called “The Mother of All Weeks.”
Discovery’s sister network TLC unveiled plans on Monday to promote a mom-centric stunt week May 3-10, featuring motherhood-themed series episodes, specials, and events in the week leading up to Mother’s Day.
The new franchise branding will create an event to support the special two-hour episode of 19 Kids and Counting that features the birth of the latest Duggar grandchild.
“The Mother of All Weeks” also doubles as a platform for two series launches:
-The Willis Family, which follows a real-life Partridge-esque clan of 14 as they take their musical talents on the road.
-Labor Games, featuring host Lisa Arch ambushing parents-to-be in the delivery room with a “pop up game show.” The prizes go to the newborn guest of honor—once they arrive.
Special mom-themed episodes of Long Island Medium, Kate Plus Eight, and My Big Fat Fabulous Life are also on the schedule.
“TLC has long featured families who make the extraordinary look easy. From large broods to even larger personalities, and without any limitations getting in the way, these women have shown why moms are the heartbeat of any household,” said Nancy Daniels, general manager of TLC. “Mother of All Weeks is our celebration of all things mom - from the traditional to the unexpected, from the funny to the stunning, being a mom is amazing, and all moms deserve something bigger than just one day.”
On the digital front, TLC is using “The Mother of All Weeks” to launch a new online hub—TLCme—aimed at busy women who need a place to catch up on news, lifehacks, and DIY tips. The network plans to use the TLCme as an engagement tool, with viewer polls (“Would you rather have a house full of kids with headlice or stomach flu?”) and forums for sharing Mother’s Day memories.
Social media plans include a photo-sharing sweepstakes in conjunction with Broadway musical Mamma Mia. Viewers can share a photo of them with their mom using the hashtag #MyMammaSays, with their mom’s best advice. Viewer photos will be shared on-air throughout the week, with the winners revealed on Mother’s Day. Up for grabs: a trip for two to New York, behind the scenes experiences, and a walk-on role.
“The Mother of All Weeks” joins a crowded list of marketing stunts that include the original “Shark Week” (Discovery) and a host of remixes: “Sharknado Week” (Syfy), “Snark Week” (WeTV and Logo), and “Shart Week” (Comedy Central).
There’s also Hallmark’s “Countdown to Christmas,” which could never be confined to a single week (it began on Halloween this year). That franchise has so totally dominated Christmas marketing that Hallmark has moved on to conquer the rest of the year with mini-franchises, including “Countdown to Valentine’s Day,” and a Christmas in July-inspired “Christmas Keepsake Weekend.”
Read More: Variety
Brief Take: TLC needed an event to drive tune-in for their big “19 Kids and Counting” birth episode. But as parent Discovery Communications learned long ago with “Shark Week,” a well-crafted franchise can make all the difference when you’re fighting for attention in a crowded marketplace.
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