The Shorty Awards honor the best of social media and digital. View this season's finalists!

Special Project

Special Project
From the 6th Annual Shorty Awards

#RichKids of Beverly Hills Finders Keepers Social Scavenger Hunt

Entered in Contest


The goal of the social stunt was to generate awareness and consumer buzz for the premiere of E!’s new series “#RichKids of Beverly Hills." The contest was intended to produce the following results: - Jumpstart social following for the show - Drive ratings for the premiere - Generate discussion and anticipation about the upcoming series - Grow the timeslot (Sundays, 10pm) - Drive tune-in with E!’s target viewer, pop culture fans and A (18-49), and build viewership beyond core audience E!’s #RichKids of Beverly Hills is a cable television series centered around the lives of an elite group of dramatic but fun-loving children of some of the wealthiest billionaire and millionaire moguls who document their lavish lifestyles via social media. Centered around the show’s marketing campaign theme, “Live Like A #RichKid," the network set out to use social media as a primary driver to cultivate interest and awareness for the premiere of #RichKids of Beverly Hills. And what better way to get the buzz going, than to leverage the audience that brought these kids to fame. “Finders Keepers" was to be a fun and innovative way to get consumers involved from across the country and give them a taste of the #RichKid life. In a sea of sweepstakes and contests with complicated entry criteria, the E! digital and marketing teams wanted something simple and shareable for the network’s savvy social media obsessed audience. From luxury cars and Louboutin heels to Berkin bags and private jets, the series’ follows the over-the-top and ultra-extravagant world of the charming and outspoken clique of twenty-something socialites. Known for closets filled with items from the world’s most luxurious brands, #RichKids of Beverly Hills draws intrigue from women and men alike – evoking a sense of envy and aspiration. To celebrate the premiere, the network invited fans in major cities throughout the U.S. to join in a social stunt called “Finders Keepers," in which prized luxury items were free for the taking and included five fabuluxe items in each city. Using instagram, photos of landmarks, street signs and iconic markers and other clues would point the way to the hidden luxury items. The photos were posted on the #RichKids of Beverly Hills Instagram account (@RichKidsOfBH) and served as a call-to-action for followers/fans to find the item, take a photo with it, use E!’s #RichKids hashtag and it was all theirs! A tactic implemented to promote the scavenger hunt and to engage fans was to drive local media interest and to generate buzz market to market. The E! pr team reached out to key print, television, online and radio outlets in each local market to promote the marketing stunt within those areas. URLs: In support of the premiere of #RichKids of Beverly Hills, the E! digital and marketing teams activated a multi-city “Finders Keepers" social media hunt giving away designer items. The E! PR team broke the contest news via a strategic announcement with social media savvy publication, Media Post, and continued to build anticipation around the contest by distributing a number of targeted local press releases. Upon launch, for 20 days (January 1st through January 20th) in 20 markets (one market per day) the #RichKids teams strategically placed 5 luxury items in high profile locations for discovery on one day in each city. In every city, E!’s “#RichKids" Team would plant one of each of the following designer items: headphones, bracelet, backpack, wallet, and handbag. Then, on a select date for that city, fans could check Instagram (@RichKidsOfBH) for visual clues to the locations of the five items. Photos posted were of these items with the well-known landmarks in the background (e.g. Santa Monica's Third Street Promenade, the Brooklyn Bridge, and Chicago's Soldier Field). When an eligible fan/follower discovered one of the items, they simply took a selfie with it, used E!’s #RichKids hashtag, posted to Instagram in true #RichKids fashion … and it was all theirs. After all … “Finders Keepers!" And for those who weren’t lucky enough to find a prize, there was still a chance to win $10,000. Eligible fans could take a selfie holding a #RichKids sign and post to Instagram with the #RichKids hashtag between January 1 and January 20, and they would automatically entered into a national sweepstakes to win the ultimate #RichKids grand prize of $10,000. The stunt and premiere were both a success. The Finders Keepers stunt achieved its objectives and proved to be a fun use of social media to engage with consumers throughout the country and to get everyone excited for the premiere of #RichKids of Beverly Hills. E!’s two-night premiere of “#RichKids of Beverly Hills" (Sunday, January 19th and Monday January, 20th) performed strong in the ratings, across social media and drove a high number of traffic to Stand-out ratings included: - #RichKids averaged more than 1 million total viewers for its first two episodes with more than 5.5 million viewers total who’ve watched the episodes over Sunday and Monday. It’s currently pacing to be E!’s best performing series in Women 18-49 and Women 18-34 since August of 2012 with 556,000 and 381,000 viewers in those demos, respectively. It improved on its timeslot by 13 percent year-over-year. - The show also popped on social media, ranking No. 3 on Sunday among non-sports, ad supported cable networks. And on Monday, it got 14,300 mentions on Twitter, bringing its two-night average to more than 37,000 tweets. - Sunday’s episode of “#RichKids" boosted Eonline traffic, bringing in the second-highest page views among all new season premieres. Including Monday’s traffic, the new series reached a two-day total of 60,000 unique visits and 133,000 page views.

Strategy and Execution


Entrant Company / Organization Name



Entry Credits