A+E Networks is working with a spate of sponsors throughout its “It's a Wonderful Lifetime” annual holiday programming event. Sponsorships are taking place across Lifetime's linear, digital and social platforms and include virtual product placement and custom content.

“We're seeing more brands tap into Lifetime's celebration of all things holiday by taking advantage of social stories, e-commerce, and virtual integrations across a mix of long- and short-form opportunities across all platforms,” said David DeSocio, executive vice president, ad sales partnerships, A+E Networks in a statement. “From beauty to packaged goods to travel, all categories are showing strong support for ‘It's A Wonderful Lifetime' and its unique ability to reach and influence holiday shoppers.”

Sponsors include L'Oreal Paris and its La Roche Posay and CeraVe lines of skin care, Princess Cruise Lines, Ritz Crackers, Scentsational Candles and Ulta Beauty.

A+E is showcasing these sponsors across the event, which got underway on November 18 and features 12 new original movies. New this year, A+E Networks has created always-on short-form content opportunities for sponsors. L'Oreal is the premiere sponsor for A+E's new “Home for the Holidays” shorts that are running across Lifetime's linear and FAST platforms (including Nielsen-rated pods) and cover a range of holiday topics, including entertaining, gifting, cooking and DIY. Additional activations with L'Oreal include branded lower-thirds and a virtual integration.

Princess Cruise Lines is sponsoring the movie The Holiday Proposal Plan, premiering December 16, with an end-to-end campaign across linear, digital and social. Princess also is employing virtual signage within the movie and shoppable travel guides featured on social and within a holiday digital hub.

Mondelez's Ritz brand returns to sponsor Lifetime holiday movies with enhanced creative across Lifetime's digital properties, including a shoppable holiday recipe experience on Lifetime's connected TV apps and custom social videos inspired by the brand's TikTok videos. Ritz will appear in Lifetime original holiday movie, Mistletoe Match, with an on-air virtual integration, a shoppable moment via QR code on connected TV, and custom social content with party platter tips featuring Ritz products.

Scentsational Candles is featured via a virtual integration of its product during original holiday movie, Planes, Trains and Christmas Trees.

Ulta Beauty is returning to Lifetime, sponsoring four holiday movies, after running a custom sponsorship during Breast Cancer Awareness month in October. Ulta's custom social content, in-program messaging and multiple virtual integrations are running across Christmas Plus One, Laughing All the Way, Mistletoe Match, and Planes, Trains and Christmas Trees.

All virtual integrations across Lifetime's holiday movies are powered by Mirriad's AI-powered virtual product placement (VPP) in-content advertising platform.

[Images courtesy of Lifetime]