The Challenge

XFinity wanted to raise awareness of their key offering REALITY WEEK – a curated block of programming centered around REALITY TELEVISION.

The Execution

We built the first ever REALITY BAR in south beach celebrating XFinity Reality Week! The bar became an instant destination for the best reality shows and unique reality-TV content. At the Xfinity Reality Bar, everyone knows Lisa Vanderpump’s name, every night is fight night, and the only fantasy draft that matters is for The Bachelor. The bar was completely rebuilt, re-painted, re-imagined, made ‘instagrammable, and even featured select memorabilia from famous reality shows including the original duck phone from Jersey Shore. The bar also featured fun bar and drinks menu, with cheeky references to delight reality TV watchers, like “skinny guac,” “tell me it’s about the pepperoni” pizza, “cougar on the loose” (a cosmopolitan), “desperate story line” (sangria), and “mascara tears” (rosé).

Consumers enjoyed scheduled appearances from reality TV celebrities including Chad Johnson, of MTV’s Ex On The Beach; Margaret Josephs, of Bravo’s The Real Housewives of New Jersey; and Jenni “JWOWW” Farley of MTV’s Jersey Shore which coincided with show premiers shown across giant flat screens!

Live interviews with reality stars were conducted in partnership with Betches and FabFitFun. and then streamed live to Facebook which averaged over 4 million views per night! A total of 6,666 guests came into the bar throughout 4 nights and the bar sold out of Lisa Vanderpump’s Rosé (Housewives & Vanderpump Rules) on night 1!

The Strategy

26% of all TV consumed per month is reality TV, despite linear TV viewing going down (that’s more than double sports)!!! 76% of people watching reality shows are searching for more information online, making many blogs, recaps and podcasts bigger than the shows themselves! Its official – “Reality stars are the new sports stars.” (Forbes) So, if sports fans have sports bars….why don’t reality fans have reality bars!?

THE RESULTS

16,000,000+

Live Streams

6,666

Consumer Guests

189

Cases of Lisa Vanderpump Rose
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