Mark Burnett, pentru cunoscatori “inventatorul reality show-ului”, pregateste “The Gold Rush”, un program care urmeaza sa fie difuzat pe CBS si AOL.com, relateaza Advertising Age. In diverse locuri de pe teritoriul SUA sunt ascunse camioane cu aur in valoare de 100 de mii de dolari (12 masini) si 1 milion (o masina). Concurentii trebuie sa le descopere pornind de la niste indicii ascunse in programul CBS, dar si pe AOL.com si in reclamele de pe CBS.
Modalitatea revolutionara de constructie a show-ului este inspirata din jocurile pe calculator. Prin insertia indiciilor in reclame, realizatorii doresc sa sporeasca interesul telespectatorilor pentru acestea, data fiind “ofensiva TiVo”. TiVo este un dispozitiv care permite inregistrarea programelor favorite, iar telespectatorii care urmaresc programe stocate pe hardul acestuia trec in viteza peste reclame.
Gold Rush’ Part of Trend Toward TiVo-Proof Ads
CBS to Let Marketers Embed Clues to Burnett Contest in TV Spots
By Abbey Klaassen
Published: May 19, 2006
NEW YORK (AdAge.com) — In recent years one of Mark Burnett’s biggest successes, “The Apprentice,” has been criticized for being “one giant commercial,” thanks to its never-ending parade of product placement.
But in his latest production, “Gold Rush,” the king of reality TV will be more overt. More than $2 million in gold was recently hidden across the country, and to track down the treasure, viewers will be asked to spot clues on AOL.com and in CBS programming — as well as in actual commercials airing on the Eye network. CBS entertainment chief Nina Tassler gave advertisers the opportunity to embed clues in their ads this week during the network’s upfront presentation.
More media partners
She called it an “exciting new marketing promotion.” And while AOL.com is the entity selling sponsorships for the show, it has agreed that only ads aired on CBS will contain clues. The Web giant is also working on lining up other media partners for print and radio.
The pitch to advertisers to embed clues in their ads takes advantage of a larger trend in which marketers try to make their commercials TiVo-proof by asking consumers to actively participate in the ads. Coca-Cola yesterday unveiled new creative work promoting its Sprite brand, touting the commercials as “DVR ready” (viewers are tempted to record and replay them to discover embedded content). That follows an earlier campaign from KFC that asked viewers to record spots and play them back slowly to discern a hidden message that rewards them with a coupon for a free chicken sandwich.
$1 million in gold
The premise behind “Gold Rush” is that 12 armored trucks containing $100,000 in gold and one truck carrying $1 million in gold are hidden in different locations throughout the country. CBS programs, AOL.com and commercials on CBS will contain clues to help viewers find the treasure. “Gold Rush” is produced by Mark Burnett Productions.
“Gold Rush” is essentially a mass-market take on an increasingly popular style of online gaming, in which viewers participate in both online in-game experiences and a real-world hunt. These viral games have primarily been used as marketing platforms, and CBS said that’s primarily what “Gold Rush” will be for its new fall schedule. But there’s clear opportunity for advertisers to play a larger role in such executions as they search for new ways to incite viewers to watch their ads.