It was announced today that Gold Rush, an interactive reality game from Mark Burnett and AOL.com, has signed on five blue-chip sponsors. Best Buy, Chevrolet, Coke Zero, T-Mobile USA, and Washington Mutual will have sponsor messaging woven organically into the game, set to debut on September 13th on AOL.com. While clues are featured on CBS primetime TV shows and other offline media, the game takes advantage of online video programming through a multimedia entertainment experience with an online focus.
In Gold Rush, online players must correctly complete required challenges before being taken, reality-style, to a dynamic location where they then compete for $100,000 in gold. The final round is a competition for $1 million. Sponsors will be integrated into both online game play as well as offline gold discoveries.
“Attracting sponsors of this caliber speaks volumes to their confidence in the ability of new media to deliver measurable results,” said Mark Burnett in a statement. “We are excited to work with these companies and to integrate their brands and messaging into Gold Rush – the first reality event that the whole country can participate in – while enhancing and fulfilling their marketing needs. Gold Rush is the first truly cross-platform media event designed specifically for the Internet but in cooperation with network television, print publications and radio.”
Kathleen Kayse, executive VP of sales and partnership alliances at AOL, also feels that with the wide reach of broadband, interactive video programming provides sponsors with a unique and powerful opportunity to reach customers.