E! is no for a longer time in enterprise with the Kardashians, but the network is however leaning on the household as it launches its latest show.
In an overtly self-mindful minute, E! is readying to debut a new reality clearly show about comedian Nikki Glaser, and in the marketing for her upcoming sequence, the community is in on the joke, offering a wink and a nod to the worthwhile relatives franchise that they aired for 15 yrs.
Additional from Wide variety
“Keeping up is so last yr.”
“We swapped 5 brunettes for one particular blonde (it was more affordable).”
Those people are just some of the taglines E! is using to encourage Glaser’s new clearly show, titled “Welcome Property Nikki Glaser?,” which premieres on May perhaps 1.
Basically, E! is recognizing that they’re no for a longer period dwelling to “Keeping Up With the Kardashians” (the spouse and children now has a new demonstrate at Hulu), and Glaser is leaning into her brand name of self-deprecating and carefree comedy.
“Welcome Residence Nikki Glaser?” will observe the stand-up comic as she uproots her quick-paced Hollywood lifestyle to shift again home to her tiny-town in St. Louis, likely on a journey of self discovery, even though hilariously showcasing her parents, childhood mates and even her ex-boyfriend.
“St. Louis is the new Calabasas” is a different tagline staying utilised to comically encourage Glaser’s new clearly show. A different slogan is, “We located the most popular spouse and children … in St. Louis.”
When requested if her loved ones could just be the new Kardashians, Glaser tells Range, “I guaranteed as hell hope so!”
“Not only would I like my more youthful sister to turn into a ‘self-made’ billionaire,” Glaser quips, incorporating, “I also want my family to observe in the Kardashians’ footsteps and just absolutely embrace who they are, unapologetically. Simply call the Kardashians fake all you want, but the painful and embarrassing times they have shared on their exhibit are the kinds of points most households conceal for generations. Remaining the subject of a fact show requires bravery and I’m happy of my relatives for having this risk with me and I hope it does not wipe out us.”
E! has finished complete-court press all over Glaser’s new clearly show, and the tongue-in-cheek Kardashian campaign (or shall we say, kampaign?) is just just one piece of the start, which started this 7 days on social media and will ramp up up coming 7 days with billboards on Sunset Blvd. in Los Angeles. The network also had Glaser co-host E!’s “Daily Pop” and “Nightly Pop,” in addition serve as a guest panelist on “E!’s Countdown to the Crimson Carpet” at the Grammys. With cross-advertising NBCUniversal synergy, Glaser’s clearly show is also being teased with custom made promos on sister networks Bravo and Usa Network, tapping into the fanbases of “Real Housewives,” “Temptation Island” and even “Saturday Night Reside.” To major it off, the network has organized for an formal “Nikki Glaser Day” with the tourism board in her hometown of St. Louis, which will see her throwing out the initial pitch at the Cardinals recreation at the close of this thirty day period to celebrate the city where her new series was filmed.
E!’s advertising and marketing staff worked hand-in-hand with Glaser on the marketing campaign to assure the supplies were authentic to her comedic voice.
“Nikki is recognised for stand-up comedy, but she’s new to this series structure, so the idea was to lean into what a comic like Nikki would truly consider or say about the actuality Tv world,” suggests Samantha Bloom, senior VP of brand promoting at NBCUniversal, who thinks Glaser’s persona will resonate with E! viewers. “Comedy does definitely very well with our audiences and this clearly show unquestionably provides on staying funny. That explained, what will actually resonate with our viewers is the relatability of Nikki and her existence in St. Louis. … Each and every episode is like a actually fun hang with your best close friend.”
With E! in a time of transition, no extended leaning on “Keeping Up With the Kardashians,” which helped determine the cabler for so prolonged, the network thinks Glaser’s exhibit is the ideal healthy for its slate for a multitude of good reasons — a single remaining that she is a star on the increase. (For what it’s worth, E! did transform the Kardashian-Jenners into globe-renowned celebs, who turned Tv set stars at the community in 2007, prior to they parlayed their truth display into a complete-fledged empire.)
“E! is about celebrating pop lifestyle fandom and Nikki’s star is continuing to rise in the entertainment globe,” Bloom says. “Nikki also fits appropriate in with the other personalities on E!, who feel like pals and convey a dose of laughter and unapologetic viewpoint. E! has normally brought audiences into the world of famous people and ‘Welcome Dwelling Nikki Glaser?’ is a refreshing acquire on that structure. Nikki genuinely blurs the line between remaining well-known and being a supporter of Hollywood herself, so its aspirational however available.”
Check out a promo for Glaser’s new collection in this article:
Most effective of Variety