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The Buzz

By Published on .

What do you get when you put picture phones in the hands of about a dozen wedding-party members as they're planning the Big Day? Brand integration at its snap-happiest. A deal between ABC and Deutsche Telekom's T-Mobile has sewn Motorola camera phones into the floaty fabric of "Trista & Ryan's Wedding." (Sometime in December, "Bachelorette" Trista will marry the firefighter poet she hooked up with on her reality show.)

In two-hour-long segments airing Nov. 26 and Dec. 3, Trista, Ryan and their buddies will put the phones to work as they choose outfits, decorations and food. "It's one of the most common usages," said Mike Belcher, T-Mobile's director of sponsorships and promotions. "It's easier to show a picture than to describe something."

The couple and their friends also will circulate pictures of pre-wedding events such as bridal showers and bachelor parties. The photos will be posted on a T-Mobile sponsored section of ABC.com. (There's a Dec. 10 special scheduled, but the network won't say yet which of the three shows will carry the actual wedding).

T-Mobile, via its agency Publicis Groupe's Publicis in the West, Seattle, plans wedding-themed ads around the "Trista & Ryan" specials, including using its heavily trafficked mall real estate to hype the wedding specials. The spots will star the brand's spokeswoman, Catherine Zeta-Jones, not the happy couple.

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