Well if you haven't been reminded enough already from a million different media messages that this Sunday is Mother's Day, then you must live under a rock!
I have to share that because my mother recently passed away, I would really rather forget that it's Mother's Day. The loss is just still too recent and it hurts way too much. But every time I open my inbox or turn on the TV I have another reminder to "treat my mom to something special" whether it's flowers, candy, jewelry or even an ice cream cake from Baskin & Robbins. I really do think the day has become way too commercial.
However, being the marketer that I am, I'm still interested in what companies and brands are doing. So I thought I would highlight this one program that really stands out from the crowd. The Hallmark Channel has Invited viewers to introduce their Mom to the World this Mother's Day. It is tied to their May 8 premiere of "Meet My Mom" which is an original movie starring Lori Loughlin that focuses on an overseas soldier who builds a relationship with the mother of a boy with whom he has become a pen pal.
The Hallmark Channel has integrated social media into the mix with a "Meet My Mom" tab on the Hallmark Channel Facebook page where users were invited beginning back on March 17 to upload a tribute to their mothers which they can submit content in the form of a video, photo or just text. Hallmark is utilizing VWalls which is a a web-based platform developed by ScreenSpaces which combines all these elements, video, blog posts, tweets, photos, news, into one visual display. This campaign is the first integration of VWalls into Facebook. Users can also participate through a separate microsite on the Hallmark Channel site.
“We wanted to provide a place where the Hallmark Channel community, the broader Facebook community and the global non-Facebook community could come together to pay tribute to their moms, and share stories, photos and emotional connections across all borders, cyber and geographic,” said Barbara Fisher, Senior Vice President, Programming, Hallmark Channels.
The Hallmark Channel Facebook page now currently is "Liked" by over 68,000 Facebook friends and this program has reportedly increased that number significantly, up from just 250 last November. Many of the tributes on the wall are from military families, but you can view various topics through a filtering tool.
Soon Hallmark Channel will create a new VWall page for their upcoming Hallmark Channel Original Movie, “You Lucky Dog,” starring Harry Hamlin and Natasha Henstridge which premiers on Saturday, June 26. They will be partnering with dog food company Pedigree and the Facebook page will also include a social media program around dog adoption. So we'll check that out soon.
I do wish all you women a very Happy Mother's Day. My sister Frances posted this saying on her Facebook wall next to my mom's photo which I think is a beautiful gift to share with you all here:
Your mother is always with you... She's the whisper of the leaves as you walk down the street; she's the smell of bleach in your fresh laundered socks; She's the cool hand on your brow when you're not well. Your mother lives inside your laughter. And she's crystallized in every tear drop. She's the place you came from, your first home, and she's the map you follow with every step you take. She's your first love and your first heartbreak, and nothing on earth can separate you. Not time, not space... Not even death! Rest In Peace our beautiful mother. We love you.