Paramount Home Entertainment is targeting the beach this weekend under a new guerrilla marketing promotion to build buzz around the upcoming DVD release of the first season of MTV’s hit reality show Laguna Beach, as well as its new second season.
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| Beach squads will hit the sand this weekend to hand out Laguna Beach postcards |
Beach squads of guys and girls will hit 15 markets July 2 and July 3 handing out samples of
Laguna Beach-branded suntan lotion and postcards printed with the Top 10 Rules for Living in Laguna Beach. Targeted markets include Cape Cod, MA, Chicago, IL, Ft. Lauderdale, FL, Long Island, NY, Miami Beach, FL, Newport, RI, San Diego, CA, and Virginia Beach, VA.
The goal of the promotion is to build excitement around the DVD release of
Laguna Beach, the new season and to connect with fans in a relevant way, said Syrinthia Studer, VP-marketing, Paramount Home Entertainment.
“It’s important to make sure the promotion has some lasting impression,” Studer said. “What better place then the beach to promote
Laguna Beach?”
Laguna Beach is a reality show that details the lives of eight rich, beautiful teenagers who live in the beachside community. The first season of
Laguna Beach hits stores on July 19. The show’s second season debuts July 25 on MTV.
Paramount Home Entertainment and MTV are supporting the promotion. AMP Agency, the promotional marketing division of Alloy Media + Marketing handles. Internet materials support.
