Would you sign your life away for fame?

Is the limelight worth your life?

These and other questions were projected on to key spots in New York City this weekend as the music industry convened on Madison Square Garden for the 60th annual Grammys. The projections were seen in such locations as the Sheraton Times Square Hotel, the Citibank Building in Union Square, the Marriott Marquis and Spring Place.

While the questions might have gotten observers to think deep thoughts, they were really there to provoke curiosity about the second season of E!’s drama, The Arrangement, which returns to the network on March 11 at 9 p.m.

In the series, actor Kyle West (Josh Henderson) contracts Megan (Christine Evangelista) into a relationship that’s specifically intended to propel both of their careers further into fame and fortune. And like another organization rumored to have orchestrated similarly engineered relationships, in the show the Institute for the Higher Mind is behind all of the set ups, with Terence Anderson (Michael Vartan) running the show.

“This stunt is one of many campaign elements that all tie back to The Arrangement theme of an up-and-coming young actress’ journey to the heights of Hollywood fame and love — the lengths one will go in order to keep that fame and what those sacrifices mean both professionally and personally,” Jennifer Neal, executive vice president of marketing and executive producer of live events at E!, told Variety.

To allow viewers to follow up on the projects, E! bought geographically-targeted search terms on Google, such as “The Institute” and “double triangle,” that lead searchers to promos for the show, said Neal.

In season one, The Arrangement was one of cable’s top new shows among women 18-34, and E! hopes to build on that audience in season two.

READ MORE: Variety

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