Television

CBS unveils 'real-life cross platform media event' 'Gold Rush'

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MUMBAI: In a significant online, offline and on-air partnership, AOL and Mark Burnett announced a partnership with CBS television to bring the online reality game Gold Rush to life.

An official release explains, "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 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 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.

"Gold Rush is a massive cross platform reality event," says Mark Burnett. "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."

"The combination of the reach of AOL.com, our next-generation free broadband portal, with CBS and the talent of Mark Burnett will make Gold Rush a landmark interactive event not to be missed," says AOL EVP Kevin Conroy.

CBS, the exclusive broadcast partner, 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, states the release.

"We are thrilled that CBS will be the broadcast home of Gold Rush, which is sure to be this season's most innovative integrated marketing event," says CBS Marketing president George Schweitzer. "We believe this partnership will excite our viewers while also attracting new treasure-seeking players who tune into our fall premieres, like what they see and come back for more."

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 truly devoted treasure seekers through an integrated web of challenges and entertainment.

The hunt for gold begins this Fall on AOL.com. For more information, check out www.aol.com/goldrush and www.goldrush.aol.com.

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