AOL has raised $20 million in sponsorship revenue prior to the launch of its new online reality show Gold Rush. Its sponsors thus far include Best Buy, Chevrolet, Coca-Cola Zero, T-Mobile and
Washington Mutual. Product placements and brand integration are at the core of these deals. The Mark Burnett-produced show involves groups of contestants competing for cash and gold valued at more
than $2 million. As part of their agreement, each sponsor will run an ad campaign across AOL's network of sites. The ad packages, which are still being designed, may also include spots within the
show's video content. The concept for Gold Rush is interesting. It's a Web-wide competition that begins by asking AOL users to answer trivia questions. Clues will be hidden across AOL's properties as
well as on CBS prime-time shows. The top performers will be pitted against each other in a competition for $100,000 in gold. The concept for the show was only recently completed. That was partially by
design; AOL also wanted show sponsors to help shape the content and create placement opportunities.
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