Article tools

• Print
• 

Building on a successful inaugural season, In the Motherhood, a multi-platform online comedy series conceived by Sprint (NYSE: S), Suave and MindShare Entertainment, returns to MSN in early February with an expanded roster of Hollywood talent and a more robust online community.

The Web series, which achieved an amazing 5.5 million views last season, will feature a star-studded ensemble cast. This season, joining Leah Remini and Chelsea Handler is newcomer Jenny McCarthy to profile the ever-hectic, yet always humorous lives of three mom girlfriends.

"Every mom, including myself, can relate to the hilarious scenarios that arise throughout In the Motherhood, because the storylines capture an authentic look at the lives of REAL moms," says McCarthy. "It's so much fun to be part of a series that perfectly encapsulates these comical situations that only another mom would understand." Mom-to-Mom Community

While Remini, Handler and McCarthy are the stars in front of the camera, the real stars of this unique program are the everyday moms from across the country whose real-life stories will be incorporated into the scripted short-form comedy series.

Here's how it works: Professional Hollywood screenwriters create the storylines for each of the webisodes and then Moms submit their real-life stories in simple paragraph form at www.inthemotherhood.com. The online mom community votes on its favorite submissions and the winning entries, as voted on by moms across America along with an Advisory Committee, are then polished by the show's professional writers and developed into the web-based films. And this year, consumers who write the winning submissions will be flown out to the filming of their story to meet the actresses and see their stories come to life!

The other key element to www.inthemotherhood.com is an expanded peer-to-peer online community. This year the community will be a true part of the In the Motherhood DNA as a destination site, allowing mothers to connect directly with each other, as well as have access to recipes for fun, and arts and crafts projects that viewers can do with their children. In addition, the gaming section, which was very popular last year, has been expanded.

"The second season of In the Motherhood will be bigger and better in many ways, from the addition of Jenny McCarthy to a much more robust community section," says David Lang, President for MindShare Entertainment and the creator of the campaign.

In the Motherhood will launch across multiple platforms and is supported by a fully integrated marketing plan. The In the Motherhood Web community will launch February 4. The webisodes also can be viewed on suave.com, sprint.com and the Sprint Exclusive Entertainment (SEE) network, which allows mobile access to the content on select video-enabled Sprint phones.

Both Sprint and Suave have strong marketing efforts focused on moms. Sprint's products and services help mothers manage their busy lives, including Sprint Family Locator for GPS location of loved ones and Sprint Navigation for turn-by-turn GPS directions, as well as mobile email and Internet access. "In the Motherhood creates a unique platform to allow moms to share their stories with millions of other women. Our customers love the show, and our phones and services are the perfect fit to help mothers stay connected," said Anita Bajaj Newton, vice president, media and digital, Sprint.

Suave understands Moms and how busy their lives can get. "The brand is on a mission to help Mom remember the person she often forgets-herself, and to make herself and her beauty a priority again," says Piyush Jain, Suave senior brand manager. Suave has a range of beauty products from hair care to skin care to deodorants that help moms put beauty back on their to-do lists.

Related links:

• In The Motherhood