(NewsCore) – The Oxygen Network’s new show, “The World According to Paris,” was set to start promoting tiny start-up GroupMe with an on-air TV spot to encourage private viewer conversations using the group texting service, AllThingsDigital reported Monday.
Getting a plug from Paris Hilton may not have the same appeal it once did, but it was still seen as being a nice coup for the one-year-old GroupMe.
The New York-based GroupMe offers private fan chat rooms, which many viewers find preferable to the huge public live chats Oxygen hosts on its website, Rose Curtis, Oxygen’s editorial director for digital and new media, said.
Fans of “The World According to Paris” would be invited to create their own Paris Hilton-branded GroupMe groups so they can text their friends to discuss the show. The groups were set to be sent “juicy insider info” and may get “crashed” by a surprise visit from Hilton herself, Curtis said.
A representative for GroupMe would not disclose terms of the Oxygen partnership, but said these sponsored groups were “the first step towards the revenue model.”
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