\n
It\u2019s been a #scandalous year over at Bravo\u2014you only have to look at the Vanderpump Rules<\/em> cheating scandal, \u201cScandoval,\u201d and The Real Housewives of New York City<\/em>\u2019s \u201cCheesegate\u201d for proof. But those moments can translate to big business for Bravo and its parent company, NBCUniversal, plus the company\u2019s brand partners.<\/p>\nThat was on full display earlier this month, when Bravo brought together \u201cBravolebrities\u201d from across its shows, including some of its most infamous, for the third BravoCon, which this year was held in Las Vegas. The event, which drew nearly 30,000 attendees, slightly below last year\u2019s convention in New York, also included 20 brand sponsors, one more than last year\u2019s BravoCon, including presenting sponsors Lay\u2019s and State Farm, as well as Doordash and Wayfair.<\/p>\n
The convention is a really<\/em> big deal for fans, or \u201cBravoholics,\u201d according to Jamie Cutburth, EVP of creative partnerships at NBCU. According to past exit surveys, he said, more than three-quarters of attendees \u201csaid this was the greatest day of their entire life. That\u2019s talking about weddings and children, right? This is really important for people.\u201d<\/p>\nTo capitalize on the fan excitement (and Vegas\u2019s larger-than-life reputation), Cutburth said the convention\u2019s brand tie-ins were designed to amplify both.<\/p>\n
\u201cWe always talk about [how] Vegas is the town where you go bigger, and we have absolutely done that with each of our brand partnerships,\u201d he said.<\/p>\n
Compliments to the chef<\/h2>\n
Many of the brand activations on the ground featured appearances from the real stars of Bravo shows, aka Bravolebrities. Vanderpump Rules <\/em>star Ariana Madix, a key player in the Scandoval drama, was one of many Bravolebrities on the ground at the convention.<\/p>\nMadix and co-star Katie Maloney were on hand at a pop-up version of their much-anticipated sandwich shop, Something About Her, which has previously been teased on Vanderpump Rules<\/em> and was slated to open in West Hollywood this year. At a pop-up promoting the shop, Lay\u2019s served up cocktails and chips, including a limited-edition chip flavor, Grilled Cheese & Tomato Soup.<\/p>\nOther food-related brands with a presence at BravoCon included DoorDash, which helped bring Cheesegate to life during one of the convention\u2019s \u201cBravopaloozas,\u201d sessions during which Bravoholics mingled with Bravolebrities. At the session, cheese, charcuterie, and wine were served to playfully refer to the drama, and one of the Housewives involved in Cheesegate, Erin Lichy, posted an ad promoting the event to her Instagram in which she encouraged viewers who could not attend the event to buy related products on DoorDash.<\/p>\n
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Food wasn\u2019t the only way brands activated at BravoCon. Wayfair furnished four interactive lounges that were modeled on the homes featured in Real Housewives<\/em> franchises in Beverly Hills, New York, Miami, and Salt Lake City, Cutburth told us. Various Housewives<\/em> stars, like Meredith Marks from the Salt Lake City franchise and Sonja Morgan from the New York franchise, mingled with Bravoholics at the lounges, where they could scan QR codes in the space to enter a contest to win a Wayfair gift card, one of several giveaways throughout the convention.<\/p>\nThe proof is in the pudding<\/h2>\n
For brands that didn\u2019t appear on the ground in Vegas, there were other opportunities. The Bravo Bazaar, an IRL and virtual shopping experience that first debuted in 2021, is one of several \u201ccommerce opportunities\u201d across Bravo that Cutburth said can sometimes lead to a 10%\u201320% increase in on-site sales for brands. This year\u2019s Bravo Bazaar included brands affiliated with Bravolebrities, such as Tom Sandoval\u2019s self-titled apparel brand.<\/p>\n
Those brands had built-in commerce opportunities on the ground at the convention: Attendees who didn\u2019t want to carry physical items they bought from the Bazaar home were able to purchase products virtually via QR code. A \u201cmicrosite\u201d for fans at home allowed them to shop brand products as well, Cutburth said.<\/p>\n
\u201cWe look at [the Bravo Bazaar] as our ability for commerce to really democratize across Bravo for all of our businesses and for all of our fans,\u201d he said.<\/p>\n
To help bring BravoCon to life for those not in attendance, certain BravoCon panels were available on its streamer Peacock, which recently cleared 28 million subscribers. And Bravoholics\u2019 obsession with all things Bravo could help boost that number further: Andy Cohen revealed onstage in Vegas that all future Bravo reunions would be available to stream\u2014uncensored\u2014on Peacock.<\/p>\n<\/div>\n
Read the full article here<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"It\u2019s been a #scandalous year over at Bravo\u2014you only have to look at the Vanderpump Rules cheating scandal, \u201cScandoval,\u201d and The Real Housewives of New York City\u2019s \u201cCheesegate\u201d for proof. But those moments can translate to big business for Bravo and its parent company, NBCUniversal, plus the company\u2019s brand partners. That was on full display […]<\/p>\n","protected":false},"author":1,"featured_media":20801,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[78],"tags":[],"class_list":{"0":"post-20800","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-marketing"},"yoast_head":"\n
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