Channel 4 creates one-night-only wedding experience

Channel 4 has created an immersive wedding experience for the premiere of the new series of Married at First Sight UK.

The one-night-only activation, created by Pearl & Dean-backed agency DIVE, formed part of a wider marketing campaign for the reality-TV show and invited influencers to The Bloomsbury Ballroom in London to participate in different stages of a wedding.

The first stage included a “wedding boutique” run by drag artist Lilly Snatch Dragon with photo opportunities with favourite dresses and suits.

There was also a Stag and Hen Do stage with its own nightclub experience with purple lights, glitter and burlesque performers.

Additionally bespoke Married at First Sight cocktails were prepared in E4’s signature purple and there were ice luges, prosecco pong, posh fried chicken and a football table complete with mini brides and grooms.

Guests then had the chance to get “married at first sight” themselves as they were walked  down the aisle for a “wedding day”, exchanging vows with jelly sweet rings and a bouquet-throwing themed game.

Afterwards there there was a live string quartet, a five foot purple wedding cake and champagne tower in the main ballroom followed by a welcome from host Vogue Williams, live Q&A with experts on the show Paul C Brunson, Mel Schilling and Charlene Douglas before a special premiere screening of the new episode of the latest series.

DJ Mads Diamond played party classics after with late-night drinks and wedding tacos served in the evening.

Married at First Sight UK was E4’s highest rated non-scripted programme ever and the third most-streamed show on All 4 in 2021.

The first episode of the latest series of Married at First Sight UK aired on 29 August at 8pm on E4 and All 4.

Cinema advertising contractor Pearl & Dean announced a formal collaboration with DIVE, a start-up agency with a focus on experiential campaigns and film advertising, in April.