GSN Promotes American Dream Derby Sweeps
GSN is sponsoring a new sweepstakes to promote its new reality series American Dream Derby, offering the grand-prize winner an all-expense paid trip to the Kentucky Derby.
Formerly known as Game Show Network, GSN’s newest entry into the world of reality TV, American Dream Derby has a different spin from network reality shows. The show tracks 12 contestants as they work with horse trainers and learn about racing, the care and training of thoroughbreds and the art of handicapping at Santa Anita Park in Arcadia, CA.
While one contestant is eliminated each week, viewers can vote back previously eliminated participants, who will be dubbed as “long-shots” in the series finale. The eight-week series, which began Jan. 10, will end with a live race, the First Annual American Dream Derby Stakes on Feb. 21. The winner of the show’s finale will receive $250,000 and the stable of thoroughbred horses. American Dream Derby airs on Mondays, 9 p.m.
“We’ve tried to capture the majesty of horse racing and pair that with the drama of an elimination-style reality show,” said Dena Kaplan, GSN’s senior VP-marketing, in a statement.
American Dream Derby is the first reality TV series that uses horseracing as a backdrop, said Joel Chiodi, GSN’s executive director-marketing and promotions.
Diet Dr Pepper, the show’s title sponsor, is featured into each episode. Other partners include the Daily Racing Form, which produced custom versions of its newspaper to teach contestants about handicapping and horse racing statistics. GSN is also partnering with country singer LeAnn Rimes, who co-wrote the show’s theme song. Rimes will make guest appearances during the series, including the finale, in which she will perform the theme song.
TV spots, Internet, print ads and direct mail materials support. Los Angeles-based Seiniger Advertising and The Ant Farm, handles advertisements.
To further promote the show, GSN is giving consumers the chance to experience the Kentucky Derby first-hand through the Derby Days Giveaway sweepstakes. One grand-prize winner will receive an all-expense paid trip for two to the 2005 Kentucky Derby, with grand stand seating and $3,000 cash. Seven first-place winners will receive a trip for two to Santa Anita Park in Arcadia, CA, to meet LeAnn Rimes and attend the live taping of the finale of American Dream Derby. Winners will also attend a live concert with LeAnn Rimes.
“We have a really interactive marketing campaign,” Chiodi said. “We want to give people different ways to get involved.”
Consumers can register online at GSN.com/win/derby for a weekly drawing. The sweeps includes a watch-and-win element. Consumers watch for their name to appear after the show’s weekly airing and call in or log in online to win. Viewers can also play along at home with the show’s interactive elements.
The sweepstakes is open to consumers 18 and older and runs through Feb. 20.
