Building on a successful inaugural season, 'In the Motherhood,' a multi-platform online comedy series conceived by Sprint (NYSE:S) , Suave and MindShare Entertainment, returns to MSN in early February with an expanded roster of Hollywood talent and a more robust online community.
The Web series, which achieved an amazing 5.5 million views last season, will feature a star-studded ensemble cast. This season, joining Leah Remini and Chelsea Handler is newcomer Jenny McCarthy to profile the ever-hectic, yet always humorous lives of three mom girlfriends.
"Every mom, including myself, can relate to the hilarious scenarios that arise throughout 'In the Motherhood,' because the storylines capture an authentic look at the lives of REAL moms," says McCarthy. "It's so much fun to be part of a series that perfectly encapsulates these comical situations that only another mom would understand."
Mom-to-Mom Community
While Remini, Handler and McCarthy are the stars in front of the camera, the real stars of this unique program are the everyday moms from across the country whose real-life stories will be incorporated into the scripted short-form comedy series.
Here's how it works: Professional Hollywood screenwriters create the storylines for each of the webisodes and then Moms submit their real-life stories in simple paragraph form at http://www.inthemotherhood.com/. The online mom community votes on its favorite submissions and the winning entries, as voted on by moms across America along with an Advisory Committee, are then polished by the show's professional writers and developed into the web-based films. And this year, consumers who write the winning submissions will be flown out to the filming of their story to meet the actresses and see their stories come to life!
The other key element to http://www.inthemotherhood.com/ is an expanded peer-to-peer online community. This year the community will be a true part of the 'In the Motherhood' DNA as a destination site, allowing mothers to connect directly with each other, as well as have access to recipes for fun, and arts and crafts projects that viewers can do with their children. In addition, the gaming section, which was very popular last year, has been expanded.
"The second season of 'In the Motherhood' will be bigger and better in many ways, from the addition of Jenny McCarthy to a much more robust community section," says David Lang, President for MindShare Entertainment and the creator of the campaign.
'In the Motherhood' will launch across multiple platforms and is supported by a fully integrated marketing plan. The 'In the Motherhood' Web community will launch February 4. The webisodes also can be viewed on suave.com, sprint.com and the Sprint Exclusive Entertainment (SEE) network, which allows mobile access to the content on select video-enabled Sprint phones.
