Lifetime TV Finds Perfectmatch in Online Cross-Promotion
According to the New York Times, Perfectmatch.com, a subscription-based online dating service with over three million members, has signed a season-long deal to be integrated into the storyline of Lifetime channel’s new series “Lovespring International,” which centers on a dysfunctional dating service. Throughout the 13-episode season, Perfectmatch.com will appear as a faceless nemesis that steals clients from Lovespring.
“It’s much more than having a beer on the counter,” Duane Dahl, chief executive and co-founder of Perfectmatch, said to the Times. “We really look for seamless integration opportunities.”
The terms of the deal include Perfectmatch buying commercial time during episodes of Lovespring International—which is produced by Big Cattle, the production company owned by the star of NBC’s “Will and Grace” Eric McCormack—and Lifetime will in turn buy online ads on Perfectmatch.com.
Perfectmatch has also been mentioned in the films “Must Love Dogs” and “Failure to Launch,” and will be integrated into the June films “The Break-Up,” with Jennifer Aniston and Vince Vaughn, and “Superman Returns,” starring Kate Bosworth and Kevin Spacey.
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