In a multi-platform promotion that includes online, offline and on-air partnerships, AOL and TV producer Mark Burnett have announced a deal with CBS to bring the online reality game GOLD RUSH to life.
GOLD RUSH begins as thirteen armored trucks laden with gold head off into the darkness, their caches are about to be hidden somewhere in America. Twelve of these trucks contain $100,000 in solid gold and the thirteenth, $1 million dollars in solid gold. Together, over $2 million in solid gold is up for grabs.
But according to the press release, this is not a television show; this is a real-life cross platform media event where each week new clues will be found within CBS television programs, sponsor commercials, AOL.com and other online media properties. After identifying and combining the clues, real-life treasure seekers will embark on a race to find the gold, resulting in a national treasure hunt.
“GOLD RUSH is a massive cross platform reality event,” says Mark Burnett in a press statement. “Unlike reality TV shows, where 16 hopefuls can take part to win, GOLD RUSH will allow potentially millions of players to look for the gold in mediums which are omnipresent, such as the Internet, radio, network television and print magazines. It is a game-changer in the way that the first Survivor changed the game.”
Kevin Conroy, Executive Vice President, AOL adds, “The combination of the reach of AOL.com, our next-generation free broadband portal, with CBS, the # 1 TV network, and the talent of Mark Burnett will make GOLD RUSH a landmark interactive event not to be missed.”
As the exclusive broadcast partner, CBS will work collaboratively with GOLD RUSH producers to promote the network’s new fall lineup by integrating aspects of CBS programs and advertising into the game. At the same time the companies will work together to develop online, offline and on-air marketing and cross-promotional activities.
GOLD RUSH, available through the free AOL.com portal, will give players the opportunity to find gold treasure. CBS Television will be deeply integrated into the GOLD RUSH challenges enriching the game experience by engaging casual players, pop culture junkies, and avid treasure seekers through an integrated web of challenges and entertainment.