Turner Broadcasting - Black Gold Challenge
Challenge
Generate online buzz for the debut of truTV’s (formerly Court TV) newest original series BLACK GOLD - a show following three Texas oilrigs competing to strike it rich.
Social Solution
Brand Networks developed Black Gold Challenge, a game/sweepstakes application to create awareness. Black Gold Challenge was the first application to be launched simultaneously across the three major social networking sites: Facebook, MySpace and Bebo. Players formed teams, created custom team names and encountered game-play challenges similar to the daily challenges a roughneck faces on a typical day. Players earned tokns, which could be redeemed for game-play items and exclusive sneak peeks video clips of BLACK GOLD. Individual players had a chance to win daily prizes of up to $1,000 and one lucky team won the grand prize of $50,000.
Results
Black Gold obtained 20,000 engaged users in six weeks. In addition to increased awareness of the show and truTV amongst users, 54% of participants watched BLACK GOLD [results of custom survey]. Ratings for the first episode of BLACK GOLD were the biggest series premiere in the network’s 17-year history.
