Hoffman Estates-based Sears Holdings Corp.'s Kenmore Brand is gearing up for a second season of its "Bridal Wave" show, which streams live on Facebook and features advice and do-it-yourself projects for the loving couples.
The show will stream from the Kenmore Craftsman Live Experience studio in Chicago. The show also will have live chat correspondents to answer questions from viewers nationwide in real time.
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Starting July 14, three so-called pre-wave episodes will air with advice from couples married for 25 years and newlywed knowledge provided by last year's cast members. The series starts Aug. 4 and continues over eight Saturdays. During each episode, brides will be joined by industry insiders to plan the weddings of their dreams, from honeymoons to catering, makeup and do-it-yourself projects.
"We want to present content that's enjoyable and helps educate our customers," said Ryan Ostrom, chief marketing officer of Craftsman and division vice president of Digital Marketing/eCommerce KCD Brands at Sears.
Ostrom said the show helps viewers make key decisions on getting married, choosing appliances, and setting up a home.
The show so far has garnered about 1 million viewers, said Gustavo Leone, interactive marketing manager for KCD Brands.
New this season is a nationwide contest in which brides-to-be provided short videos that described themselves and their wedding plans. Between Saturday and July 1, eight women will be selected from those submissions and each will be featured on a show during this season. Throughout the series, each contestant also will host a blog on Kenmore.com to share tips, provide inspiration, ask questions and receive advice from readers. At the end of the series, the bride-to-be with the most reader and viewer engagement, via total number of comments, likes and interaction, will win a $10,000 Kenmore kitchen makeover.
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