The Golden Bachelor

All Work

ABC

The Golden Bachelor

ABC’s The Golden Bachelor is an American dating reality television series; a spin-off from the popular series, The Bachelor. Premiering in 2023, The Golden Bachelor featured a cast of senior contestants, vying for the final rose from 72-year old retired restaurateur and widower, Gerry Turner.

CHALLENGE

As the newest installment of a well-established series, ABC sought to promote The Golden Bachelor premiere by creating a campaign that would reach and capture a broad audience.

IDEA

Our goal was to cultivate a unique launch over the pre-premiere weekend. As a riff on the first ever Golden Bachelor, we celebrated the theme throughout all touchpoints by “Painting the Town Gold” – curating locations and activations to drive awareness, ignite conversations, and leave guests with a memorable experience.

Taking over the iconic LA Landmark, Mel’s Drive-In in West Hollywood, we adorned the entire eatery (inside and out) in gold embellishments and decor. Serving up exclusive golden milkshakes and a “Golden Hour” food special, guests enjoyed a branded photo op with a professional photographer alongside a golden mustang and flower wall.

We broadened our reach by deploying golden food trucks in LA and NYC, handing out golden themed treats while Golden Bachelor content lived on screens beside the pickup windows; essentially doubling the food trucks as moving billboards advertising the premiere throughout the weekend.

Results

The Golden Bachelor premiered to 7.7 million total viewers, making it the highest-rated premier on Hulu for any series in The Bachelor franchise. Over the course of the weekend, the Mel’s Drive-In activation combined with the food trucks achieved a total of over 780,000+ impressions, with over 17,500+ branded giveaways.

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