THE CHALLENGE

Generate PR for the 10th and final season of WE tv’s hit show “Bridezillas”

THE BIG IDEA

Create a "Bridezillas" cake eating competition with “Jersey Shore” star and bride-to-be Nicole “Snooki” Polizzi as the emcee

HOW WE DID IT

The Contestants: Invited 10 brides-to-be to compete in a five-minute cake eating contest to win $10,000

The Set: Designed and produced a WE tv-branded set featuring a step-and-repeat, branded banners and linens, LCD TVs and a countdown clock on the plaza outside New York City’s Madison Square Garden

The Cakes: Collaborated with Sydney’s Sweets to provide 10 three-tier wedding cakes for the contest and 500 mini cupcakes to distribute to consumers

The Winner: Weighed each cake and recorded the numbers before contest kicked off. Afterwards, each cake was once again weighed. The winner was determined by the most significant change in weight

IN SUMMARY

  • The stunt generated 225,173,708 media impressions
  • Press in attendance included MTV, “Fox News,” New York Daily News, Radar and Perez Hilton