Sony Pictures Entertainment and interactive multichannel retailer HSN have formed a strategic marketing alliance for an ambitious multichannel campaign to support the studio's motion picture "Eat Pray Love."

HSN will be executing the comprehensive 360-degree marketing campaign, which includes 72 hours of original programming on August 6, 7 and 8 across television, online and mobile featuring unique products themed around the movie. The campaign, which targets women, is designed to drive sales for HSN and create buzz for Eat Pray Love in advance of its nationwide theatrical release on August 13.

?HSN partnered with Sony pictures for a multichannel retail event around the movie Eat Pray Love, with the goal to connect with our female target demographic,? said Bill Brand, executive vice president of programming, marketing and business development at HSN, St. Petersburg, FL. ?We?re creating a whole new shopping experience around this movie that is tailor-made for the phone.

?There will be a robust shopping experience that will in many ways surprise them with new products and new brands, introduce them to the movie and hopefully drive them to see the movie the following week,? he said. ?There will be a very active campaign around the launch of this movie.

?We?re growing our mobile platform to market events such as Eat Pray Love but also to close shopping transactions.?

HSN, which claims to reach 95 million homes in the U.S., has a customer base that is approximately 83 percent female between the ages of 30-50 years old with an above average income. Its Web site HSN.com is a top-ten trafficked ecommerce site.

?At HSN we have a huge audience of women who are engaged with the HSN shopping experience,? Mr. Brand said. ?Within the past 12 months approximately 5 million women shopped with us.?

HSN claims to be the only retailer streaming live HD video across three screens?TV, online and mobile. Its Shop by Remote technology now available in more than 27 million homes.

Sony Pictures Entertainment is a subsidiary of Sony Corporation of America, a subsidiary of Tokyo-based Sony Corp.

Based on a true story, Eat Pray Love?s protagonist Elizabeth Gilbert experiences the simple pleasure of nourishment by eating in Italy, the power of prayer in India, and, finally, the inner peace and balance of love in Bali.

The film is directed by Ryan Murphy. The screenplay is by Ryan Murphy and Jennifer Salt, based on the book by Elizabeth Gilbert. Dede Gardner produced it.

Eat Pray Love across three screens
In line with the movie, HSN programming during the three-day event will focus on three different countries: August 6 - Italy; August 7 - India; and August 8 - Bali.

The Sony Pictures promotion taps into the content, community and commerce aspects of HSN?s platforms.

HSN will leverage multiple platforms to deliver a 360-degree experience for consumers in support of Eat Pray Love: TV, online, mobile, print advertising, public relations, events and direct mail.

The 72-hour Eat Pray Love on-air event will incorporate appearances by more than 20 of HSN's partners and brands and feature more than 400 unique items across a variety of categories, including beauty, electronics, home decor, travel, cooking, jewelry, accessories and ready-to-wear.

Partners and brands include Naeem Khan, Robin by Me & Ro, Rebecca Moses, Padma Lakshmi, Lancome, RK by Ranjana Khan, Hutton Wilkinson, Carlton Varney, Sony Electronics, Nicky Butler, V by Eva, Tagliamonte, Sajen Silver, Dalia, Clever Carriage, Casa di Francesca and Sarita Handa.

Here is a screengrab of promotional collateral:

?Mobile is one of our fastest growing shopping tools, and we?re looking at continuing to grow our mobile applications going forward,? Mr. Brand said. ?A key element is mobile marketing going forward?collecting information, reminding women to tune in or giving them opportunities to make a purchase.

?There will be [online and mobile] banners driving people to watch us and watch this event, as well as a shopping platform specific to this [Eat Pray Love] experience,? he said. ?The importance of mobile for us?it?s part of the future, it?s part of being leaders in transactional innovation, and we?re continuing to invest in this space.

?You can watch HSN on your phone, and it gives you the shopping application as well?mobile is a great way for people to shop, so we?ll figure out the best ways to create an experience that is seamless with TV and online.?

Final take
Dan Butcher, staff reporter at Mobile Marketer