W gets web savvy for Smart Woman

SmartWoman.tv will provide heavy integration for brands and build buzz for the third season of a fictional series that gives women real advice.

Corus Entertainment’s W Network has built a comprehensive, sponsor-packed microsite to back its premiere of The Smart Woman Survival Guide‘s third season next month. Working with Toronto-based Marblemedia and prodco Magee TV, the net has constructed SmartWoman.tv to support the show with an interactive environment.

SmartWoman.tv will enhance the show’s storylines and lifestyle tips, and full eps will be made available following each broadcast, alongside extra behind-the-scenes content. Users can also share their own stories and advice with the online community.

Wal-Mart and Nestle are the site’s major sponsors – with each providing textable tips on such topics as how to replace a cellphone (and get rid of the old one responsibly), or how to go green by composting. The tips also lead to direct promotions for Nestle’s Aero and the interactive Wal-Mart smart shopper quiz. Both sponsors get banner and skyscraper ads as well.

The Smart Woman Survival Guide‘s third season premieres on Saturday, Aug. 11, in the 11 am ET time slot – with repeats on Sundays at 10 pm ET and Tuesdays at 9 pm ET. The fictional series provides real lifestyle tips and expert guests. Third-season guests include Olympic athletes, a New York Times-bestselling author, celebrity chefs and a Nobel Peace Prize nominee. Real-life guest experts include Chatelaine sex columnist Chanelle Gallant and Pamela Cameron, manager of Lovecraft, the oldest sex shop in Canada.

The show was created by Magee TV’s Allan Magee, co-creator of Designer Guys, So Chic and Love by Design, and creative consultant on Trailer Park Boys.