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‘Real Housewives’ Gets Full Treatment

October 7, 2007 9:00 PM

For the return of its series "The Real Housewives of Orange County," Bravo isn’t just running a tune-in campaign, it’s running an engagement campaign. "The idea of a tune-in ad is just a very old-school idea," said Jason Klarman, executive VP for marketing and digital at Bravo. Ads starting next week have icons that tell consumers they can engage with the housewives on TV, online and via mobile. "It’s really more than a simple, ‘Hey, watch this at 10 o’clock,’" Mr. Klarman said. The campaign features the housewives on a game board, and the image is used in multiple media, including a billboard in Orange County. A "Live Like a Housewife" sweepstakes offers prizes including Manolo Blahnik shoes, a Dolce & Gabbana dress, a Tiffany bracelet and limo service for a weekend. The network also is offering some mall shoppers manicures, pedicures and jewel-encrusted "Housewives" slippers.
—Jon Lafayette


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