Grease Takes To the Streets Via Buzz Campaign

Brand ambassadors are hitting the streets of New York as part of a new campaign to hype up the talent competition show Grease: You’re the One that I Want.

Men and women dressed in full Grease costume as Pink Ladies and T-bird-look-alikes will target Manhattan today and Saturday. Ambassadors will spark interest through sing-alongs and dancing around the show’s best loved songs, including You’re the One That I Want and Summer Lovin'.

As part of the two-day campaign, teams will hand out 30,000 premiums, including branded combs for guys, make-up compacts for the ladies and postcards with tune-in information. The stunt targets female viewers ages 35-54.

Grease: You’re the One That I Want is a new reality competition series that chronicles the search for the next Sandy and Danny for a new Broadway production. The winners will play the lead roles in the new production, scheduled to open in July.

The series premieres at 8 p.m. Jan. 7 on NBC.

The Regan Group, a Los Angeles-based marketing and promotions agency, handles the campaign.

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