MSN Bows Online Game Show

MSN today will launch a holiday giveaway dubbed the "MSN Holiday Challenge," an online show that resembles AOL and Mark Burnett's "Gold Rush."

The show features video clues hosted by four celebrities--Al Roker, the star of NBC's "The Today Show;" Kristin Cavallari, star of MTV's "Laguna Beach;" 13-time Pro Bowler Jerry Rice; and blogger Perez Hilton. The videos direct users through an online scavenger hunt on MSN properties, including MSN Entertainment, MSN Autos, Fox Sports on MSN, MSN News, and MSN Money.

The first video will go live today, and the promotion will run daily until Dec. 20. Players can play every day, and after answering three questions about the site to which the video clue sent them, they are automatically entered into the grand prize drawing.

The contest appears to follow the model of "Gold Rush", which launched in September, and was sponsored by Best Buy, Chevrolet, Coca-Cola Zero, USA Inc., and Washington Mutual. That contest offers millions of dollars of cash giveaways, but despite the fatter prizes, did not appear to have gained as much traction online as reality TV baron Burnett's other projects have gained offline.

The MSN contest will be promoted by Mr. Youth LLC, a PR firm focused on the 14-22 demographic.

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