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‘The Amazing Race’ Packs Cast with Social Media Influencers

CBS’s The Amazing Race has packed its 28th season with social media influencers, ranging from YouTubers like Blair Fowler and Brodie Smith, to Instagrammers Jessica Verstee and Brittany Oldehoff, to Viners Cole LaBrant and Zack King. The hope is that the contestants’ built-in fanbases will help boost ratings for the show.

Writes [Ion], “Targeting micro-audiences across a variety of channels has been very successful for brands interested in getting their products to a wider audience and this experiment at The Amazing Race will be a chance to see how that strategy translates into reality television.”