Very rarely do I see a promotional idea and think "COOL". More rarely still is it couched in the context of entertainment and *gasp* reality TV! (The horror). But, this may be the best use of broadband i've seen in a long time...and a fascinating way to draw tv viewers online, blur the lines between media channels and bring sisomo to life. Read about it here
AOL has partnered with the creator of Survivor Mark Burnett to produce an online series called "Gold Rush" that will send participants around the country in search of buried treasure. Numerous touchpoints and opportunities for engagement are scattered throughout the show - keeping users engaged online and connecting geographies via the web.
According to the MediaWeek article, "In addition to the video clips, clues will be placed throughout the AOL network on sites like Moviefone and Mapquest.com, and viewers will be able to register to receive notifications of upcoming clues via AOL Instant Messenger or various mobile devices during the work day." It's a cross-channel promotion extravaganza!
Mark explained that his idea is rooted in how consumers' media use patterns are shifting: “I kept hearing more and more that so many more people are online between nine and five pm each day than are watching TV at night between 8 and 11,” he said.
I'll just say Way To Go AOL for staying on top of this 'first'.
How do others feel? Shameless attempt to keep the reality genre alive? Serious workday productivity reducer?