Lifetime Goes to the Movies With Outback

Lifetime has developed its first integrated sponsorship in support of its Wednesday night movie showcase, creating a series of narrative interstitials for casual dining chain Outback Steakhouse.
 
The “Love Adventurous, Live Adventurous” initiative puts Outback at the center of four co-branded segments, which will run in select ad breaks throughout Lifetime’s Feb. 2 movie, Footloose. Tailor-made by the network’s Los Angeles-based marketing team, the interstitials serve as a means to keep viewers tuned in during the commercial pods.
 
The