Brandweek: Loews Cineplex, Macy’s Nurture Alpha Mom Net

By: Becky Ebenkamp
Alpha mom, a 24-hour video-on-demand network set to arrive in April has lined up partnerships with Lowes Cineplex Entertainment and Macy’s West to help tout the first network for “hip moms.”
The cable channel will be ad supported, but ads will not interrupt programming. Fifteen-minute shows will feature sponsor logos, bumpers, interstitials and brand integration. The channel is expected to reach at least 10 million homes via Comcast and others.
“Its an enormous achievement to launch a channel, and we realize half our job is to bring eyeballs to it,” said co-founder Vicky Germaise, ex-svp marketing at Atlantic Records.
Lowes will spotlight Alpha Mom at its “Reel Moms” weekly film series, where moms don’t have to worry that their babies’ will annoy fellow moviegoers. Prior to screening, 25 theatres will host Alpha Mom lectures and seminars with network personalities.
“New moms are a tough group to aggregate in the top markets, plus women who go to [Web] boards and talk about it,” said Lowes marketing vp John McCauley.
At Macy’s, Alpha Mom events will aim to draw shoppers and dole out practical info. Store may conduct anything from a baby yoga to a stroller repair seminar, said Patrick Smith, director-special events for Macy’s West, which has no stores.
Licensing will stress Alpha Mom’s “Not your mother’s baby mobile” positioning. CD’s by Razor & Tie will feature soothing lullaby versions of “Stairway to Heaven”, “Rock Lobster”, and “Smells like Teen Spirit.” Two CDs will drop in the spring; R&T DVDs will be culled from original channel content.