To create buzz around the newest season of America’s Next Top Model, UPN has partnered with Alloy Media + Marketing to offer 500 teenagers and their friends a makeover and party tied into the Mar. 2 premiere of the reality series.
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| UPN and Alloy Media + Marketing team to create buzz around the new season of America’s Next Top Model |
As part of the promotion, Alloy tapped into its database of 27 million young adult members and sent an e-mail blast inviting teens to join the Alloy Insiders Network parties. Teens who were among the first 500 people to sign up and invite four friends for the
America’s Next Top Model Premiere party received promotional gift bags containing series branded items and makeover kits.
Alloy metits goal of getting 500 teens to respond and solicit four friends to participate within 24 hours.
In addition, participants will be invited to enter an Alloy contest. Teens will be asked to take before and after pictures of their makeovers and upload them on Alloy’s Web site. The group with the best makeover job will win $500 in Delia’s gift certificates. The makeover contest begins on Mar. 14 and runs through Mar. 22. The winners will be selected on Apr. 1.
UPN created the promotion to generate excitement around the premiere of the fourth season of America’s Next Top Model and provide teens with the tools to create their own parties around the show. The fourth season of the show airs at 8 p.m. on UPN.
The promotion will extend beyond the premiere giving teens tools to track the show as the season progresses. Teens will also receive show-tracking sheets to keep track of contestants’ scores on America’s Next Top Model. Participants will provide feedback to UPN following the event.
To create more hype about the series, 32 Alloy Insiders spanning 10 markets will distribute America’s Next Top Model information and Cover Girl make-up to viewers at various teen hot spots through Mar. 2.
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