Bravo has unleashed a unique brand activation at South By Southwest (SXSW) in Austin to promote its upcoming series Stripped — a social experiment where participants are taken on a journey and forced to be away from their personal possessions for 21 days.

In the activation, seen in the clip below, 60 locally-based models in the Austin area painted “#Stripped” on their bodies, stripped down to nude-colored tights and surprised conference goers in the immediate area surrounding the Austin Convention Center, showing up at panels and at parties. The models also had to find things to help them cover up throughout the course of the activation.

In the clip, the mix of pouring rain and the near-nude bodies made for a weird combination. A few people filmed in the video expressed shock, surprise and embarrassment. Some even took out their phone cameras and snapped pictures.

“South By Southwest is obviously a place where all buzzy marketing and show promotion happens,” said Adam Zeller, VP of social media for Bravo/Oxygen in the clip, “so the idea came how could we reflect this on the ground… it’s SXSW flash mob meets Flashdance.”

Season-one of Stripped premieres this summer on Bravo.



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