“Please remember… marriage is a commitment, not a sponsorship opportunity,” read a billboard on Hollywood’s Sunset Blvd. The signs, purportedly from the Prevent Celebrity Divorce organization, sounded pretty real. But it was actually a stunt by WE tv for its “Marriage Boot Camp: Reality Stars!” series. The prank drew the attention of Fox News. LA’s ABC station, Cosmo and others. After a few days, WE tv announced it was behind the stunt with an exclusive story in The Hollywood Reporter. While the campaign lasted only a week, it generated nearly 200 million media impressions.

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