WE tv to Bridezillas: Let Them Eat Cake, For Money - Event Marketer

WE tv to Bridezillas: Let Them Eat Cake, For Money

DB_Bridezilla_Ex 2008
Brand: WE TV
Agency: THE MICHAEL ALAN GROUP
Awards: EX AWARDS — BEST P.R. STUNT
Year: 2008

Brides chomping down on cake in the middle of Times Square, of course the press is going to be there. WE Television wanted to get the attention of the morning shows to create buzz for the fourth season of “Bridezillas,” so it staged a wedding cake-eating contest.

The participants—actual brides-to-be—had to eat as much cake as possible in two minutes. The winner received $25,000 toward her wedding day. The 15 brides-to-be were selected via a contest on radio station WPLJ, which asked engaged women to call in their worse bridezilla moment.

The contest was held in a 20-foot-by-20 foot branded tent with cake-eating stations set up with tiered mini cakes. Each station was equipped with water, a chair and a bucket.

The brides-to-be marched down Broadway onto Military Island in Times Square. The press had half an hour to chat with the contestants as well as interview WE Television VIPs about wedding-related topics. The contestants were introduced by emcee Brad Blanks of WPLJ, who read the rules aloud. For moral support, WE Television had the Bridezillas from the third season chat with the contestants.

At the sound of a horn, the brides-to-be started their chomping. After the winner was determined (a scale had to be brought in), the press had access to interview and photograph the winner and the rest of the contestants. WE’s production crew installed cameras that caught the action from the top of the tents, the table and the backdrop. It forwarded the footage to media outlets that could not attend.

The stunt was a success with the press generating more than 127 million impressions in newspapers, news shows, magazines and online.

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