E!’s New Nikki Glaser Reality Show Capitalizes on the Kardashians in New Marketing Campaign
E! is no for a longer time in business with the Kardashians, but the network is nevertheless leaning on the spouse and children as it launches its newest clearly show.
In an overtly self-aware second, E! is readying to debut a new truth clearly show about comic Nikki Glaser, and in the advertising for her upcoming series, the community is in on the joke, supplying a wink and a nod to the worthwhile loved ones franchise that they aired for 15 many years.
More from Variety
“Keeping up is so final yr.”
“We swapped 5 brunettes for one particular blonde (it was cheaper).”
Those are just some of the taglines E! is using to boost Glaser’s new present, titled “Welcome Property Nikki Glaser?,” which premieres on May 1.
Effectively, E! is recognizing that they’re no more time dwelling to “Keeping Up With the Kardashians” (the spouse and children now has a new present at Hulu), and Glaser is leaning into her model of self-deprecating and carefree comedy.
“Welcome Property Nikki Glaser?” will abide by the stand-up comic as she uproots her fast-paced Hollywood life style to transfer back again household to her compact-town in St. Louis, heading on a journey of self discovery, whilst hilariously showcasing her mothers and fathers, childhood mates and even her ex-boyfriend.
“St. Louis is the new Calabasas” is a further tagline being employed to comically promote Glaser’s new exhibit. A different slogan is, “We located the most renowned family members … in St. Louis.”
When requested if her spouse and children could possibly just be the new Kardashians, Glaser tells Variety, “I sure as hell hope so!”
“Not only would I like my youthful sister to turn out to be a ‘self-made’ billionaire,” Glaser quips, incorporating, “I also want my relatives to observe in the Kardashians’ footsteps and just entirely embrace who they are, unapologetically. Simply call the Kardashians bogus all you want, but the agonizing and uncomfortable moments they have shared on their demonstrate are the varieties of points most people disguise for generations. Becoming the subject of a truth show normally takes bravery and I’m happy of my family members for getting this danger with me and I hope it doesn’t destroy us.”
E! has carried out comprehensive-court docket press all-around Glaser’s new present, and the tongue-in-cheek Kardashian campaign (or shall we say, kampaign?) is just just one piece of the launch, which began this week on social media and will ramp up future 7 days with billboards on Sunset Blvd. in Los Angeles. The network also experienced Glaser co-host E!’s “Daily Pop” and “Nightly Pop,” moreover serve as a visitor panelist on “E!’s Countdown to the Crimson Carpet” at the Grammys. With cross-promotional NBCUniversal synergy, Glaser’s demonstrate is also being teased with personalized promos on sister networks Bravo and Usa Network, tapping into the fanbases of “Real Housewives,” “Temptation Island” and even “Saturday Night Reside.” To top it off, the network has arranged for an official “Nikki Glaser Day” with the tourism board in her hometown of St. Louis, which will see her throwing out the to start with pitch at the Cardinals match at the end of this thirty day period to rejoice the town where by her new series was filmed.
E!’s marketing team worked hand-in-hand with Glaser on the marketing campaign to be certain the resources ended up reliable to her comedic voice.
“Nikki is recognized for stand-up comedy, but she’s new to this sequence format, so the notion was to lean into what a comedian like Nikki would in fact believe or say about the reality Tv environment,” suggests Samantha Bloom, senior VP of brand marketing at NBCUniversal, who believes Glaser’s persona will resonate with E! viewers. “Comedy does genuinely perfectly with our audiences and this present unquestionably provides on currently being humorous. That explained, what will really resonate with our viewers is the relatability of Nikki and her existence in St. Louis. … Every single episode is like a truly exciting dangle with your most effective buddy.”
With E! in a time of changeover, no extended leaning on “Keeping Up With the Kardashians,” which helped define the cabler for so extensive, the network thinks Glaser’s exhibit is the appropriate in shape for its slate for a multitude of motives — one staying that she is a star on the rise. (For what it is well worth, E! did convert the Kardashian-Jenners into environment-renowned famous people, who became Television stars at the network in 2007, in advance of they parlayed their fact clearly show into a full-fledged empire.)
“E! is about celebrating pop tradition fandom and Nikki’s star is continuing to increase in the entertainment world,” Bloom claims. “Nikki also suits right in with the other personalities on E!, who really feel like mates and convey a dose of laughter and unapologetic perspective. E! has usually brought audiences into the entire world of famous people and ‘Welcome Household Nikki Glaser?’ is a refreshing choose on that format. Nikki definitely blurs the line among becoming famous and currently being a lover of Hollywood herself, so its aspirational however accessible.”
View a promo for Glaser’s new collection in this article:
Best of Assortment
Signal up for Variety’s Publication. For the most up-to-date news, adhere to us on Facebook, Twitter, and Instagram.
Click on in this article to read through the complete posting.
