Dave & Buster’s has signed on as presenting sponsor of the premiere of E!’s new unscripted series, Kendra, in a buy that includes an extended integration and a separate on-site execution.
Per terms of the deal, Dave & Buster’s will be featured in two episodes of Kendra, which picks up where the The Girls Next Door left off, following the youngest of Playboy founder and chief creative officer Hugh Hefner’s three on-screen girlfriends as she leaves the Mansion to venture out on her own.
Series star Kendra Williamson and her fiancé, Philadelphia Eagles wide receiver Hank Baskett, are holding the rehearsal dinner for their wedding at a Dave & Buster’s franchise outside Los Angeles, and E!’s cameras will be there to document the event. A second episode will feature Kendra doing a photo shoot in the arcade of that same Dave & Buster’s outlet.
The poster from that shoot will be available to Dave & Buster’s rewards members, an incentive program that grants cardholders $10 in free game play and various discounts on food and drinks.
Kendra bows June 7 at 10 p.m., with limited commercial interruption. The series is executive produced and developed by Kevin Burns (The Girls Next Door) and is produced by Prometheus Entertainment, Fox Television Studios and Alta Loma Entertainment.
E! has ordered nine episodes of Kendra.
In addition to the integrations, E! later this month will shoot its “Talk Box” feature inside the Dave & Buster’s in Times Square. Fan responses from within the restaurant will air during E! News’ Talk Box segments and in interstitials throughout the year. The content will also be housed on E! Online.