AOL, CBS Team for Online Treasure Hunt
AOL is launching a one-of a kind online treasure hunt this fall that will send puzzle-solving enthusiasts on a hunt for real-life treasure.
The Internet provider is teaming up with Survivor producer Mark Burnett for its latest online gaming initiative, Gold Rush. AOL has tucked away $2 million in gold in the U.S. and is giving consumers a chance to find it through the treasure hunt. AOL is partnering with CBS, one of several yet-to-be announced media partners, as part of the promotion.
Through the hunt, consumers 18 and older must search for clues on AOL.com and in CBS programming (think CSI) and in TV spots airing on the network. Players can also search for clues in other media including via radio spots, magazines and newspapers. CBS is the only network that will contain ads with imbedded clues, AOL said. Clues will help consumers solve online challenges to obtain a map, sending participants to the streets to find the hidden treasure.
The treasure includes six bars of gold valued at $100,000 and the top prize of gold bars worth $1 million. The hunt begins in September and runs through October.
“There is a huge fascination in the country with games and puzzle-solving,” said Ruth Sarfaty, AOL spokesperson. “This speaks to the fascination.”
AOL is keeping mum on how promotion will play a role in the online contest, but Sarfaty said, “promotion is a huge component of the game.” Online materials will support.
