Buzz Builders: MTV Promos Show With Pink-Clad Impersonators
To drive buzz for MTV’s new reality show “Legally Blonde The Musical: The Search For Elle Woods ” the brand had 50 Elle Woods impersonators hitting New York City landmarks singing hits from the Broadway musical during a two-day stunt.
“One of the main reasons for the stunt was to get to the core Elle Woods audience but also to reach passersby and get the attention of the press ” Damon Burrell vp-marketing at MTV told Buzz.
The 50 ladies traveled atop a wrapped double-decker bus to locations including Times Square the Brooklyn Promenade Madison Square Garden Tiffany’s & Co. and Central Park. The women posed for photos taught folks one of the Elle’s signature moves—the bend and snap—and handed out branded nail filers with the show’s info printed on each one. The girls also appeared on MTV’s TRL in Times Square which was dubbed TRL Elle to coincide with the premiere of the show.
In Los Angeles 15 of the pink ladies strutted down the red carpet during the MTV Movie Awards. Agency: Jack Morton Worldwide New York City.