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AOL and CBS Team Up on Gold Rush

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CBS, AOL and Mark Burnett have teamed up for a new type of game show that combines the internet, television and possibly the real world. This will also involve cross platform advertising. Gold Rush is a treasure hunt type game that will have players watching for clues in CBS shows including the ads. These clues will help the players move towards a goal.

From ClickZ News:

CBS won’t alter the content of programming to facilitate game play, but will instead give the producers advance looks at shows so that they can incorporate existing elements. CBS may also provide celebrities or show-related content to enhance the online game experience.

Gold Rush will be ready for the fall CBS line-up and is to launch in September. The game will be played online and in the real world. Online clues will be found on AOL.com, Moviephone.com and MapQuest.com. These along with those clues on CBS television will lead players to prizes hidden around the US. AOL is trying to get both radio and print media partners to participate also, but CBS will be the only television company included.

The companies will work together to win advertisers whose products and brands will be incorporated into the game and into the various media partners’ properties. A wireless sponsor, for example, might prompt the producers to include a text-messaging component in the game. A theme park sponsor could inspire a real-world location for game play. Details of the game itself are still being worked out.

The interactive nature of the Internet will continue to push producers and advertisers to create new and hopefully better ways to involve the audience. CBS is already using the internet to involve viewers and SciFi uses its streaming channel to get viewer feedback, so this might be the next step to a truly interactive experience.

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