CBS and AOL Find Another Way Around DVRs

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CBS has teamed with AOL and, this Fall, will introduce a game that requires viewers to watch both programming and commercials to win a potential $2 million in gold. The game, Gold Rush, is the latest on the list of tactics to combat DVR ad skipping. Clues to the prizes will be placed within programming, in commercials and on AOL. The move follows ABC's Lost Experience, a second plot-line to the popular Lost show that reveals itself in fake ads, print and the web.

While it's nice to see the nets get creative, it's not going to be so nice seeing formerly ad-free content become filled, perhaps, with subtle and blatant advertising messages all in the name of preserving a dying model.

by Steve Hall    May-23-06   Click to Comment   
  

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Comments



Comments

They've only "found their way around DVRs" if anyone watches the show and it doesn't suck, though. When it comes to game shows, I mean, advertisers almost *have* to be seen, as they're literally paying for the prizing. You'd have thought there were better ways to work things in.

Posted by: Tom Biro on May 23, 2006 1:14 PM

They've only "found their way around DVRs" if anyone watches the show and it doesn't suck, though. When it comes to game shows, I mean, advertisers almost *have* to be seen, as they're literally paying for the prizing. You'd have thought there were better ways to work things in.

Posted by: Tom Biro on May 23, 2006 1:14 PM

Good. This means that traditional advertisers are being forced into the creation of engaging and consumer involved marketing. It's about time that they realized that this is the model they've been looking for all along. Expecting to have messages wash over the consumer in a steady tide is inefficient and ineffectial. It will be interesting to see how this campaign does.

Posted by: Rob Graham on May 23, 2006 5:09 PM







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