For women who view wedding rings with a Gollum-like passion, WE tv is a many-splendored thing this month. After all, this is the network that has given us matrimonial porn ranging from Bridezillas to My Fair Wedding to Platinum Weddings to Amazing Wedding Cakes. (Yes, cakes have their own show, and your precious Prison Break was canceled. Deal with it.) To promote its latest bridal bouquet—a new Wedding Sunday lineup—WE and the USO last week married five military couples in Times Square in a stunt dubbed Operation: "I Do." On Military Island at Broadway and Seventh, couples including Gunnery Sgt. Joseph Minucci (U.S. Marine Corp) and Michelle Mesa pledged their vows, walked under a traditional arch of swords and enjoyed their first dance to a performance by American Idol belter Melinda Doolittle. After cutting their cakes, they sped off in white WE tv "Just Married" pedi-cabs.
It's not the only Manhattan project for We tv during the month when brides get busy. The cable net plastered Grand Central Terminal with more than 200 outdoor ads showcasing its wedding programming. Animated ads promote the new seasons of Bridezillas and Amazing Wedding Cakes in the terminal, along with taxi cabs. For those who want to play along at home, there's a "Bridezillas on the Loose" viral campaign that allows participants to send mock news releases to their friends to show what happens when a bridezilla is truly out of control. Participants upload a friend's name and image to portray her as the monster described in the video.
—Posted by Becky Ebenkamp