News

E! creates awards season campaign

E! International Network has created a new campaign as part of its Live from the Red Carpet franchise.

“The Party Before the Party” campaign, created by MPG International Media Contact, will incorporate online, social media, print and TV.

The campaign includes A “My Red Carpet app” through Facebook which allows users to upload pictures and pretend they are involved in a red carpet event. Users have the opportunity to share the experience with friends through the E! Online Facebook page.

The campaign will primarily target the UK, France, Italy and Germany.

Lee Raftery, senior vice president, international marketing, Comcast International Media Group said: “Last year was a record breaker internationally for our Live from the Red Carpet franchise. We’re delighted to work with MPG International Media Contacts on such an innovative and interactive multi-platform campaign, which I’m sure will translate to even higher ratings gains and brand recognition for E!’s signature live event coverage.”

Lynsey Barber, London