'The Good Witch' Goes Mobile: Hallmark Channel Puts Content In Hand

"The Good Witch" is going wireless.

The family-oriented cable network has announced it will work with mobile entertainment community Limbo to launch its first-ever mobile interactive initiative on January 17.

The campaign will extend and enhance the viewer’s experience for the premiere of the network’s original movie “The Good Witch,” on Saturday, January 19 (9-11 p.m., ET/PT).

"The Good Witch” stars Catherine Bell (the decidedly wicked witch from the first couple of seasons of "24") as Cassie, a mysterious woman who moves into a small town, lives in a supposedly-haunted house and has everyone believing she’s a witch because of the magical changes she begins to make in everyone’s lives.

Promotional messaging regarding “The Good Witch” will be rotated alongside content for a game called "Limbo Unique" as players receive instant game responses and tips. Traffic will be driven through a series of on-air spots during “The Good Witch,” encouraging viewers to log onto www.hallmarkchannel.com to play and win a painting called "The Grey Lady" featured in the film. The initiative, which runs from January 17 to February 4, will also be promoted among Limbo’s more than one million mobile members in order to drive excitement and buzz around the new movie.

As Marvin Dorson, Senior Vice President, Creative Services, Hallmark Channel, puts it in a statement: “[This initiative] will help us capture an audience somewhat unchartered by us until now, and will help us not only drive awareness, tune-in and ratings but, more importantly, work toward the network’s overall strategy of supporting all of our original, family-friendly movies on multiple platforms.”

For more, read here.

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