"I Bet You Will," (www.ibetyouwill.com), an Internet live-action show, celebrated it's one-year anniversary yesterday by reaching the 27 million hits plateau and by adding major sponsors to the program that was once called "impossible" to sell to advertisers. AT&T Wireless, Direct TV and Half.com have all jumped on the "I Bet You Will" bandwagon. Since its launch, more than one million people have watched the show that proves people will do anything for money. The show features Spurlock hitting the streets armed with a handful of cash and betting random passersby to perform outlandish feats on the spot for an instant payoff.
To date, The Consortium has spent $0 to advertise I Bet You Will, capitalizing solely on the viral power of e-mail, positive word of mouth and the Internet. Spurlock notes that their large mailing list and continued popularity are what finally drove advertisers to take a second look at the edgy content.