E! NEWS Kicks Off New BE POP CULTURED Multi-Platform Marketing Campaign

E! NEWS is reinventing entertainment and pop culture coverage for the millennial generation, and today the brand launches the new "BE POP CULTURED" multi-platform marketing initiative that reflects the cutting-edge and up-to-the-minute nature of the content creator. Committed to delivering fully customized entertainment and pop culture news to audiences 24/7 on all platforms and with a unique, stylized point-of-view, the innovative marketing concept embodies the brand's leadership in the space with ads that are topical, catchy and informative - allowing fans to be in the know on what's trending, and at any time. "BE POP CULTURED" debuts TODAY across social, digital, mobile, outdoor and TV, and will live on in the positioning of the brand beyond the length of the campaign.

A true extension of E! News, "BE POP CULTURED" works to elevate pop culture (and those who love it) in a fun and clever way. Driven by the social and digital influence of E! News, creative will live on all social platforms from Facebook to Tumblr and engage fans everywhere they are consuming information by sending audiences to E! NEWS for all the things they might be missing in the entertainment realm, with lines inspired by the theme such as "If you think Belieber is a typo, you need to BE POP CULTURED." Assets will also be showcased on billboards in highly trafficked areas including Sunset Blvd. in Los Angeles and on the world's largest billboard in New York's Times Square, as well as through ads with digital media companies including BuzzFeed and Refinery29. Additionally, lines will appear in contextually relevant spaces such as "This is where Kim broke the internet. BE POP CULTURED," placed fittingly on the PAPER Magazine website where Kim Kardashian left her mark with the notorious post-baby cover reveal. The campaign will also exist on the small screen within daily news flashes on the network, and receive cross-company NBCUniversal support through video spots and talent social efforts. Plus, fans will soon be able to access their very own E! emojis (or "E!ojis") via the App Store and Google Play allowing users to share familiar pop culture moments and objects with their friends via graphics like a SELFIE stick, duck lips and a tongue licking a donut.

Catch "BE POP CULTURED" all this month starting today across social, digital, mobile, outdoor andon TV at 7p and 11p ET/PT, and stay plugged in with what's trending in pop culture whenever and wherever you are by following E! News on the E! NEWS mobile app, @enews across Facebook, Twitter, Instagram and Periscope as well as @E_News on Snapchat. Plus, join the conversation on social using the hashtag #ENews and #BePopcultured.

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