MTV’s “I Bet You Will”

MTV’s “I Bet You Will” is the show that dares ordinary people to do outrageous stunts for money. The show originally launched on the Internet in June of 2000, receiving more than 37 million hits from over 100 countries, and was making the leap to national television in May of 2002 on MTV.

Challenges:

• Ensure “I Bet You Will” has a successful transition from the Web onto a major network
• Develop a buzz for the show during filming of first several episodes, before MTV started promoting it
• Establish a persona for producer and host Morgan Spurlock, a virtual unknown, in order to acquire media interviews for Spurlock to discuss the show
• Differentiate “I Bet You Will” from the deluge of other reality television programming and secure a long-term commitment from MTV

Strategy:

• Build a grassroots buzz around the show in each of the markets “I Bet You Will” filmed
• Develop a multi-tiered media relations approach: Radio promoting in advance of airdate, television covering in conjunction with its airing, and print reporting throughout the show
• Promote Spurlock as a capable and entertaining interview, thereby raising his profile
• Establish a unique positioning for “I Bet You Will” by pitching “your listeners can get on MTV” angle to radio morning shows, the “visual” aspect of the show to TV media, and local participants to regional print media

Results:

• In the 30 markets that “I Bet You Will” filmed, we secured more than 100 radio interviews, 25 television interviews and 50 newspaper interviews
• Thanks in large part to the broad national exposure we acquired, MTV picked up “I Bet You Will” for a second season
• Our efforts helped Spurlock increase his reputation at MTV and sell a second show to the network

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