• by OMMA Magazine Writers , August 22, 2011

Building momentum for the second season of the "Bethenny" reality series, Bravo tapped into passionate fans via social media while also engaging new viewers via celebrity/TV/entertainment Web sites. Tactics included takeovers, roadblocks, keyword placements, pre-roll videos, targeted expandables, "like" ads, Bethenny-themed Valentines via Someecards - and a "Bethenny's Best Moments" contest and landing tab on Facebook, allowing fans to vote on favorite moments from the first season, which received 233,814 views, 17,303 votes and 10,418 entries. On premiere night, Bravo engaged mom bloggers to foster conversation around viewing parties, resulting in 254,000 blog and social impressions.