E!’s Second Scripted Series Will Target ‘Bachelor’ Fans on Social Media During Tonight’s Episode

All part of the campaign promoting the premiere of The Arrangement

Josh Henderson and Christine Evangelista star in E!'s second scripted series, The Arrangement.
E! Entertainment

The second scripted series from E! Entertainment is a “Hollywood love story with a twist,” according to evp of marketing Jen Neal.

In The Arrangement, which debuts March 5, a young woman is offered a $10 million marriage contract to a fictitious A-list celebrity on behalf of the mysterious Institute for the Higher Mind. There’s intrigue, there’s romance, and there’s the promise of a wedding in the future—not unlike The Bachelor.

During tonight’s broadcast of The Bachelor, E! will promote videos on social media like the one below, targeting fans who talk about The Bachelor on social. In this example, a representative from the Institute for the Higher Mind offers the last four remaining contestants on The Bachelor a proposition: Leave the show, and Nick, for a different kind of marriage contract. It’s a fun blend of fiction and reality TV.

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“The Bachelor is a huge source of social conversation,” Neal told Adweek, “and we’re trying to disrupt that conversation with these targeted social media buys across Facebook, Twitter and YouTube that will tie into when viewers are tuning in.”

This is just part of the campaign surrounding the March 5 premiere of The Arrangement. Other video components include an interview, while in character, with James Lipton of Inside the Actor’s Studio and an episode of E!’s “True” Hollywood Story, all about the show’s main character.

“We’ve incorporated a unique strategy for each social platform,” Neal said. “With hundreds of pieces of bespoke content, we used a strategy of content creation and storytelling to engage our audience along the way.”

The marketing team is also ready to create a follow-up video related to the first Bachelor-disruption piece depending on which contestant is eliminated in tonight’s episode.

“The show is already playful and witty and clever with it’s twist, and we’re excited to show our content where people are having pop-culture conversations,” Neal said.