E! has launched a social media scavenger hunt and an exclusive web series to support its new show, #RichKids of Beverly Hills. The show follows five friends who have gained Internet fame by documenting their lavish lifestyles on Instagram.
Says John Najarian, executive vice president and general manager of digital and business development at E! Entertainment, “We’re always looking for ways to organically engage our fans across digital platforms. With ‘#RichKids,’ there’s so many natural ways to use digital that don’t feel forced and fit with the characters and their lifestyles.”
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