Lifetime Brings the “Diva” to New York City

On June 4, Lifetime Network hit three locations in New York City with its “Makeovers on the Move,” tour—a glass box truck outfitted with makeover stations that provided free “diva” experiences including manicures, massages and a mini photo shoot for women (and some men) throughout the city. The tour promoted the June 6 premiere of the second season of the network’s “Drop Dead Diva” series.

The truck parked for two hours in three Manhattan locations, where a red velvet rope was set up to surround the footprint and lend an air of exclusivity to the experience. The network took over the sidewalk adjacent to the 18-foot glass truck and brand ambassadors invited people to line up for makeovers with professional stylists. A film crew shot reaction videos that will later be used for promo spots. The glass walls of the mobile vehicle enabled passersby to check out the action inside, generating interest and participation, as well as some Big Apple buzz.

“This initiative presented an unique way to get to the essence of the show and gave potential viewers an opportunity to fully embrace the feel of the program,” Alex Ignon, vp-media and consumer promotions at Lifetime, told Buzz. “It lent itself to people seeing what’s going on and drawing them in, tapping onto the voyeuristic nature of people.” Agency: LeadDog Marketing Group, New York City.