CASE STUDIES

VH1 ROCK OF LOVE PREMIERE PARTY :
"CHARM SCHOOL AFTER DARK"

CHALLENGE

UCG was faced with VH1’s challenge of building buzz around VH1’s Rock of Love Charm School premiere geared towards nationwide college students. VH1 also looked to UCG to increase viewership and viewer ratings for the show.

SOLUTION

• Designed and provided premium invitations specific to each of the 18 college markets, along with branded step and repeat red carpet set-ups for party entrance and runway contests
• Created custom Charm School uniforms for the 18 market managers and 108 marketing representatives hired by UCG for pre-promote efforts and hosting the nighttime event
• Provided a complimentary “Charmtini” when attendees dressed in their most charming outfits and completed their Charm School report cards by participating in “Charm School Challenges” for VH1 prizes and a $500 gift card

RESULTS

• Over 154,000 door hangers and invitations were disseminated during pre-promote efforts on college campuses and highly populated urban areas for VH1’s Charm School After Dark and Rock of Love Charm School premiere tune-in time
• Over 22,000 VH1 premiums distributed to “Charm School Challenge” participants (including Charm School bandanas, rulers, coasters, and Sharon Osbourne masks)
• 861 “Charmtinis” served to guests dressed in their most charming outfits