‘Supermodels’ Too Digital For Themselves
Bravo Backs New Competition Series With Interactive Displays Of Hosts, Cast At 30 Rock
By Multi Channel News Staff -- Multichannel News, 1/9/2008 6:46:00 AM
To support its latest competition series, Bravo will strut interactive images of the show’s hosts and cast in Manhattan window displays.
Make Me A Supermodel, which premieres Jan. 10 at 10 p.m. on Bravo, will go digital at the NBC Experience Store at 30 Rockefeller Plaza, where the network has created a pair of high-tech digital displays. In one window, fans, via their mobile phones, will be able to dial a number and have one of the show’s 14 models --or at least a digital iteration thereof -- strut the catwalk. In the other, images of supermodels and show hosts Nike Taylor and Tyson Beckford replicate the actual motion of people moving in front of that window. The displays run through Jan. 16.
Over the course of 12 episodes, viewers will vote each week to determine which model stays to sashay down the catwalk and who goes home. The winner receives a $100,000 prize, a modeling contract with New York Model Management, and will be featured in a fashion pictorial in Conde Nast’s GQ.
Meanwhile, the Bravo has signed exclusive sponsorship/integration deals with Alltel Wireless, Mercedes-Benz and Garnier.
Alltel Wireless, the exclusive in-show wireless sponsor, is also the series primary integrated player. In addition, the company will sponsor the live voting for the series and an online game on the series Web site www.BravoTV.com.
Mercedes-Benz will be featured as an on-air sponsor of the series, and serve as the series’ official transportation vehicle. For its part, Garnier will not only commercials in the show, but is its exclusive hair care partner.
All three sponsors will be featured in on-air billboards, tagged tune-in spots, and series vignettes.
“Bravo's content reaches an influential and upscale audience, and our advertisers recognize that,” said Bravo vice president of ad sales Susan Malfa in a statement. “We are able to offer our sponsors fantastic 4D opportunities to reach an audience that influences purchase decisions.”
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