E! Entertainment is painting the town…pink. Well, not exactly the town—but a house, in Atlanta, and it’s a VERY bright “Paris” pink.
The goal is to drive interest in the new season of The Simple Life: ‘Til Death Do Us Part. To celebrate the show’s premiere this weekend, the network is bringing a taste of The Simple Life to Atlanta. Under the viral campaign, E! has painted a house in Atlanta pink (part of the color scheme adopted on The Simple Life) and branded the property with the network’s logo, cutouts of stars Paris Hilton and Nicole Richie and other props. In return, the homeowner will receive a free job following the 30-day stunt. The network was scheduled to unveil the house at 10 a.m. today.
As part of festivities, E! is running a Bling Out Your Dog Like Paris Hilton’s contest via a live radio event, in which area residents can dress up their dogs for a chance to win spa treatments and dinner for two in Atlanta. Lesser prizes include Simple Life T-shirts and posters. Paris Hilton and Nicole Richie look-alikes will be on hand for the event.
Zoom Media, New York City-based lifestyle media and marketing firm, secured the location and handles the event’s on-site execution and media.
“This is 30 days of a promotion,” said Patrick West, general manager of experiential marketing for Zoom Media. “It’s being treated not unlike a big Christmas spectacular at a house. We’re trying to gauge the viral impact of what might happen with this house.”
The Simple Life: ‘Til Death Do Us Part premieres at 10 p.m. June 4 on E!. P.r. and radio spots support.
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