Media Stunts: WE tv’s Bridezillas Whip Up A Media Frenzy In Times Square - Event Marketer

Media Stunts: WE tv’s Bridezillas Whip Up A Media Frenzy In Times Square

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The WE network’s cake-covered brides are back baby. And this time they’re madder—and hungrier—than ever. To recap the network generated buzz for reality show “Bridezillas” in 2005 with a find-the-cash-in-the-cake stunt (brides fought tooth and manicured nail through a 15-foot three-tiered cake for a shot at $25 000) and in 2006 by challenging women with an obstacle course and climbing wall covered in eight inches of frosting. To build watercooler chatter for the fourth season of the show the Women’s Entertainment network on June 12 once again invited spring brides to Times Square—this time for a wedding cake eating contest.
At around 8 a.m. the 15 young women crossed Broadway decked out in gowns and veils and took their seats at a long table set in front of a WE tv-branded backdrop. In front of them 15 individual piles of white- and baby-blue-frosted vanilla and buttercream mini cakes. The contestants stared down their opponents the clock started and in just under two minutes Stephanie Florio of Sayville NY emerged victorious having effectively stuffed her face the fastest. She took home the $25 000 prize.
“Bridezillas” has grown since its first season in 2005 to become the network’s highest-rated series. WE tv credits the annual Times Square event for contributing to word-of-mouth buzz and for generating media impressions. (The blue frosting was a new addition to the photo-op pitch this year.)
“So much of our television viewing habits today are based on recommendations from friends ” Kim Martin WE tv’s executive vp and general manager told Buzz.
“Our goal is to make people think ‘Wow this is really outrageous but fun at the same time I guess the show must be the same thing.’ We hope they’ll make a true appointment viewing time to watch Bridezillas on Sunday nights.”
The 18-episode season premieres this Sunday at 9 p.m. Agency: the michael alan group New York City.


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