Thursday, April 11, 2019

A shot at love with Vinny and DJ Pauly D of 'Jersey Shore' | Advertising Age

Last year, MTV gave "Jersey Shore" its own YouTube channel. Now it's betting that fans are so invested in its stars that they want to watch them (supposedly) find love.

“Double Shot at Love with DJ Pauly D and Vinny" is a reality dating show with Pauly D and Vinny Guadagnino. (Yes, they're the ones looking for love.) The network is promoting the show with video packages across social media platforms including YouTube, Facebook Watch, IGTV and Twitter. Out-of-home includes a "Double Shot at Love" billboard in Times Square.

The marketing campaign is an effort to bridge fans of "Jersey Shore" with those drawn to shows such as "The Bachelor," says Tyler Hissey, VP of Marketing and Social Media at MTV, VH1, CMT and Logo.

MTV has gotten a lot of mileage out of the "Jersey Shore." The network extended the franchise with "Floribama Shore” in 2017 and “Jersey Shore Family Vacation” in 2018; both are still running original episodes.

MTV is using iconic items and catchphrases from "Jersey Shore" both in its promotions and in the show itself to keep core fans interested. Leading up to the premiere of the show, for instance, MTV is playing off the duck phone that cast members used in the original season of Jersey Shore with a Duck Phone Dating HotlinePaul D and Guadagnino will give pre-recorded relationship advice to viewers who dial in throughout the season. The duo will promote the number with a “CALL NOW” message via GFX on their social channels, plus it will be on MTV/Jersey Shore social channels and the billboards in Times Square.

Additionally, on premiere night a viewer will receive a gift card to be used for ride-hailing/transportation services for approximately a year, playing into Pauly D’s popular “cabs are here” catchphrase.

"Jersey Shore" has run into trouble with advertisers in the past. In 2009, brands including Dell, Domino’s and American Family Insurance pulled their ads from the show citing concerns of being associated with the raunchy and often crude nature of the show. 

The pilot episode airs Thursday, April 11.


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