Cake Walk or Humiliation? Bridezillas' Latest Promo Stunt

3 Minute Ad Age: June 4, 2008

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NEW YORK (AdAge.com) -- To promote its fifth season of "Bridezillas," WE tv staged a giant cake-climbing race in Times Square yesterday. Decked out in crash helmets and wedding dresses, competitors scrambled up a 10-foot-high ramp surfaced with layer cake and thick frosting in an effort to win a $25,000 prize. In other news in this 3 Minute Ad Age, McDonald's franchisees rise in revolt against a $100 million national marketing campaign. And an IAB panel tries to visualize the future structure of social-media marketing.

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