AOL Signs Best Buy, Coke to Gold Rush Reality Game

AOL has signed on five top sponsors for its upcoming, interactive reality game, Gold Rush in which sponsors will be integrated into the online show.

Brands including Best Buy, Chevrolet, Coca-Cola Zero, T-Mobile USA, Inc. and Washington Mutual will be featured in the quest for gold, which will live on AOL.com. As part of the sponsorship, producers will infuse each brand and their messaging into the online game play experiences, AOL said. Brands will be integrated offline as well in gold discoveries.

“Gold Rush is a distinctive, interactive way to connect with consumers," said Kim Kosak, Chevrolet general director of advertising and promotions, in a statement. "It’s these kind of partnerships that keep Chevrolet at the forefront of cutting edge, innovative marketing platforms to deliver our product messages in an engaging and effective way.”

Throughout the hunt for gold, consumers (18 and older) search for clues on AOL.com and in CBS programming and in TV spots airing on the network. The first three online players in each round who correctly complete all the challenges will compete for $100,000 in gold. In the final round, players will compete for $1 million (PROMO Xtra May 23, 2006).

Gold Rush, which is produced by Mark Burnett, will debut on Sept. 13 on AOL.com at Aol.com/goldrush. Visitors to the site can play video about the game and view game playing tips.

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