"Odd Mom Out" is Bravo's new original scripted half-hour comedy that stars acclaimed author and fashionista Jill Kargman. Playing a version of herself, Jill navigates the treacherous and elite ecosystem of New York's Upper East Side, and the uber-wealthy mommy clique inhabiting this fantastically outrageous domain.
Bravo's V.I.M. "Very Important Mom" Perks Program aimed to excite potential viewers about "Odd Mom Out" through a number of brand partnerships and giveaways. Bravo worked with over 20 exclusive partners to offer Bravo consumers an Odd Mom Out discount for their products/services, allowing consumers to experience a taste of the lavish lifestyle conveyed in the series, for a fraction of the cost.
The V.I.M. promotion started with an activation that provided consumers a "taste" of the life that they would be seeing in the show, with 40 "flash moms" with matching branded strollers and quintessential Upper East Side garb handing out over 12,000 V.I.M. promo cards.
Bravo partnered with 18 high-end brands across luxury categories such as fashion, beauty, fitness and indulgence, who each offered organic social promotion and support to a highly qualified audience.Having these high-end and widely-recognized brands all helping to introduce "Odd Mom Out" to their fans helped Bravo gain credibility. The promo used Bravo's mobile app to allow users to engage with the promotion and redeem rewards, and encouraged social media engagement as part of the promotion. Bravo also created humorous faux ads for ridiculous high-end products, giving viewers a sense of the show and helping increase awareness of the V.I.M. promotion with viewers who weren't exposed to the flash moms activation.
Each week of the V.I.M. activation rolled out with a different theme and with different brand partnerships to match.
Bravo also executed a stunt as part of the V.I.M. promotion for Hamptons-goers called the "Odd Mom Out Helicopter Moms Sweepstakes", where lucky potential viewers could win a helicopter ride to their destination for Memorial Day. The promotion called attention to moms that "hover" (and are poked fun at) in the show. Also key to the strategy was timing its timing over Memorial Day Weekend–as Bravo's affluent target was already headed to the Hamptons anyway, now they could PLUS UP their trip.
The V.I.M. Flash Moms activation reached 12,000 people and saw 11% conversion to app downloads. Additional awareness for the program was driven by Bravo and partner social as well as faux banners, which resulted in app downloads being 58% higher than the previous month, thanks to the activation. More than 100,000 were reached by the chopper stunt, and 300+ consumers entered by retweeting and posting on Facebook.
Bravo's V.I.M. stunt helped to turn "Odd Mom Out" into an event, encouraging viewers to celebrate their moms and for moms to join in the fun and humor at the center of the show. Coupled with great giveaways, the activation gave potential viewers an incentive to check out the show and an idea of what "Odd Mom Out" is all about – an irreverent take on some subjects that moms are familiar with, and a few wackier ones they may not be.
