E! is promoting the Jan. 19 debut of new unscripted series "#RichKids of Beverly Hills" via social media-driven scavenger hunts in 20 cities and an online series with two cast members offering tips about social media etiquette. "We're always looking for ways to organically engage our fans across digital platforms," said John Najarian, executive vice president and general manager of digital and business development. "With '#RichKids,' there's so many natural ways to use digital that don't feel forced and fit with the characters and their lifestyles."
E! sees "natural" social media tie-ins for "#RichKids of Beverly Hills"