COLUMBUS, Ohio—Adult retail giant The Lion’s Den, a wholly owned subsidiary of LD Management, has secured the services of Midwestern advertising agency WCi to launch The Experience Channel, an unprecedented web-based television network featuring advertiser-generated content designed around user lifestyle.
LD Management President Shawn Moran is excited about the new venture, which includes the TV network, website and TV commercials. Moran hopes the campaign will help bring the adult product industry closer to the mainstream by speaking to a broader audience. WCi is an ideal match for the groundbreaking new project, as the agency has long specialized in innovative brand development and direct-to-consumer sales.
Popular brands like KY, Durex and Victoria’s Secret have been taking a more risqué approach to advertising over the past few years, making the idea of sex on TV and in print more acceptable to the general audiences. Meanwhile, the adult product industry has been trending in the opposite direction, marketing toward a middle ground.
For the launch of The Experience Channel, WCi will design and execute a new multi-faceted website with a broad appeal, which will be home to the web-based TV network. LD Management is taking a forward-thinking approach to online marketing with The Experience Channel, incorporating their products into multiple TV shows framed around the consumer’s lifestyle, rather than relying on a few traditional commercials to promote their products. This unique and effective approach to advertising will engage consumers on their terms with a message that speaks specifically to them.
The site itself has many features, including original programming produced by WCi, with a wide variety of themes and intended audiences, plus expert and user-generated blogs. The programming concepts will be based around education, inspiration, entertainment and promotion of the company’s convenient shop-at-home services.
Web commerce has become one of the largest means of retail purchasing, and video content is now the primary reason people use the Internet. LD Management has recognized that online video is also the future of advertising, and The Experience Channel will capitalize on this trend with their inviting and personalized user experience. The website is designed to attract both Internet-savvy consumers, as well as those who have never previously shopped online for adult products.
A primary goal of The Experience Channel project is to be as inclusive as possible, allowing the user to decide how they want to experience the site and network, based on their own comfort level and personal tastes.
To support the early to mid-2012 North American launch of The Experience Channel, WCi will also produce several 30-second television commercials that promote the website and its TV network, each intended to reach a different demographic. Like the web content, the commercials will be playful, casual and tasteful.
The Lion’s Den, established in 1971, is a nationwide leader in affordable, high-quality adult products, dedicated to providing exceptional customer service that is both discreet and respectful. They currently have more than 40 retail locations and a significant online presence.
For more information, visit LionsDenAdult.com.
