GSN Increases Mobile Push
By Linda Haugsted -- Multichannel News, 7/31/2006 2:00:00 AM
GSN -- which has been experimenting with mobile interactivity with its late-night Playmania game block --will extend the use of cellular phones to its promotion push for two new game shows: Chain Reaction and Star, which debut Aug. 1.
Ads containing tune-in information and a game board will appear in Entertainment Weekly, The New York Times Magazine, Parade,People,US and The National Enquirer. Potential players will use their cell phones to submit an answer and compete for a $5,000 daily prize, or consumers can use their phones to play along as the games are telecast.
Online, banner ads will appear on Yahoo!’s and AOL’s portals, as well as E! Online and TV Guide.
Dena Kaplan, senior vice president of marketing for the network, said the strategy is designed to drive viewership, as well as to reinforce GSN’s branding as the place for interactive games.
Once a consumer answers a question via text message, the network has an opportunity to get them to opt in for further entries, pushed to their cell phones daily. Those pushes will also contain tune-in information.
GSN’s use of mobile entries already has been successful during Playmania,scheduled after 1 a.m. on Thursday, Friday and Saturday. There, contestants can answer quiz questions and have a chance to interact on the air with the hosts. Kaplan would not give a specific usage figure other than to say that the blocks get “tens of thousands of entries” for each telecast.
Cell phones are ubiquitous, and their owners are familiar with texting, so marketing via the devices was the next logical step for the network, according to Kaplan.
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