"We wanted to bill this as an ultimate guy's night out," said Aileen Budow, VP of digital media and events for MTV Networks Entertainment Group, which owns Spike.
In addition to getting people to tune in, "We needed to create what the show is and building more awareness," she said.
For media relations Spike targeted a broad range of outlets, including sports publications, entertainment shows, and bloggers. Online, Spike relied on its Web site to spread the word, including live-blogging the taping of the show, and it used Facebook to showcase photos and videos.
"There were three weeks between taping and air," Budow said, "so there is always a challenge to keep momentum going." Spike took the photos and videos from the event and slowly released them over the course of the three weeks, enticing fans to watch the show when it airs on June 21. Budow said that the show offered several key moments, including a steamy kiss between Halle Berry and Jamie Foxx, that were put out there to get fans to tune in.