ABC’s GCB is a controversial soap centered around a group of scheming Texas women, some of whom, consider themselves Good Christians.
To announce this new series based upon the notorious book by Kim Gatlin, I executed a publicity stunt that aligned with the sexiness of the show, and its hypocritical tone and humor.
Teams of eight professional singers were outfitted like the lovely Kristin Chenoweth in the show’s key art. All day-long they ventured through New York City stopping in high traffic areas to sing choir songs from GCB hymnals (EW inserts), hand out custom GCB nail polish and talk up the show. Passersby got a definite taste of this dubious new mid season series when ambassadors shared The GCB 10 Commandments! (see below)
Overall the stunt was a hit. Oftentimes, a crowd formed around the choir to join in singing familiar hymns such as, “This Little Light of Mine,” “Joyful, Joyful,” or “Go Tell It on the Mountain.”
GOOD MORNING AMERICA
A segment producer spotted our choir on the way into the studio and sent a ENG crew to get b-roll footage for use in a cutaway between breaks!
350,000 Consumer Impressions
5,000 GCB Nail Polish
1,500 Choir Books
2.2 rating (A18-49) with 7.56M Total Viewers
I was so beyond thrilled to have received this personal email from Ms. Kristin Chenoweth who happened to be in NYC and spotted our activation. So happy that she understands imitation is the sincerest form of flattery!
The GCB 10 Commandments
1. Thou shalt love a C-cup, unless you fit into
2. Thou shalt know it’s wrong to expose
3. Thou shalt not covet thy neighbor’s
husband…unless he’s really hot.
4. Thou shalt add bling to everything.
5. Thou shall not wear it if it’s under a carat.
6. Thou shalt match the volume of thy hair to the
size of thy handbag.
7. Honor thy manis and pedis.
8. Remember your spa day and keep it holy.
9. Thou shall cover up thy muffin top.
10. Don’t Mess with Texas.