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!

 

STUNT RESULTS

350,000 Consumer Impressions

5,000 GCB Nail Polish

1,500 Choir Books

 

PREMIERE

2.2 rating (A18-49) with 7.56M Total Viewers 

 

SIX DEGREES

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!