VH1 took to the unsuspecting streets of downtown Los Angeles for an unprecedented live-action stunt. A charming dance sequence of couples that represent America: straight, gay, interracial, old, young, portly, skinny with one common thread: they were naked.
In a single-shot, highly choreographed routine, the couples danced away to an electric remake of the classic swing track "I'm Just Wild About Harry" as a crowd of onlookers looked on in awe.
The video was strategically released on International Nude Day, three days prior to the "Dating Naked" series premiere.
Results:
The video garnered significant media buzz, and immediately began making waves, making the promotion a complete success:
The video picked up:
2.1MM views on YouTube,
2,000 comments, 10,000+ engagement actions, 1000 new YouTube subscribers added from video
Tremendously positive reception from comments and shares
Industry acclaim from likes of Adweek, AdAge, Fast Company, Mashable, and more
VH1's "Dating Naked" is a weekly reality series that explores romance free of pre-conceived notions, stereotypes — and clothes. Contestants go on three first dates, completely naked, and then select the person who they would like to continue to date after the end of the show.
To promote its brand new series, "Dating Naked," VH1 aimed to create a splashy promotion that would create awareness and drive tune-in. But first, VH1 had to face a unique challenge—shifting the conversation. It's very easy for consumers to bash a show focused on naked people – so how do you change the dialogue to reveal the true intentions of "Dating Naked" – a show that's fun, honest, and a little awkward, rather than hyper sexual or trashy?
Nudity is still very much a taboo in American culture. While a little controversy makes for good marketing buzz, VH1 was still concerned about potentially alienating viewers. To avoid making consumers feel uncomfortable, the marketing tone would have to be light and the promotion would need to feel whimsical and charming. The goal was to create a unique consumer experience that would amuse people of all ages and situations and excite them to share the experience with friends.
VH1 could have grabbed the public's attention with a cheap, sexualized trick. Instead this video prompted global dialogue about race, culture, body issues, and yes nudity – all done in a fun and celebratory way that exposed millions to the true DNA of "Dating Naked."