Bravo’s popular late night series, “Watch What Happens Live,” is partnering with TaskRabbit for a special integration at SXSW Interactive. This marks the first time the breakthrough service networking platform has partnered with a major brand. TaskRabbit works by providing its users with a crowdsourced pool of able service providers – called “TaskRabbits” – to complete both everyday and skilled tasks.
The on-air, online and on-the-ground integration connects Bravo’s digital savvy audience with the TaskRabbit platform and in turn, engages SXSW-goers in Austin with the Bravo brand. TaskRabbit will be featured on the March 7 episode of “WWHL.” At SXSW, more than 200 Bravo-branded TaskRabbits will award 1,000 attendees with $25 in TaskRabbit credits that can be redeemed for conference-specific perks, such as holding a prime parking spot or waiting in line at a busy food truck.
On March 10, Bravo joins the SXSW conference line-up with a panel titled, “Top Chef: How Transmedia is Changing TV.” Speakers will include on-air talent such as “WWHL’s” Andy Cohen and “Top Chef” judge Tom Colicchio, in addition to digital leaders at the brand, who will discuss how Bravo is bringing multi-platform storytelling beyond the linear screen.
Bravo will also host an exclusive party on March 10 at the TaskRabbit Park in downtown Austin to celebrate “WWHL.”
Bravo, a client of 360i, is renowned for being a first-mover in the digital space. The network became the first entertainment brand to partner with Foursquare in 2010, then formed a pioneering partnership with Foodspotting the very next year. BRAVO’s efforts in digital have garnered the brand accolades from the Shorty Awards, the DPAC Awards, CableFAX and more.