GSN Rebrands via Consumer, Trade Promos

LOS ANGELES After rebranding itself as GSN, the entity formerly known as the Game Show Network is launching what it said are its most aggressive consumer and affiliate promotions to date.

The “GSN Gimme Games Giveaway” effort is part of the Santa Monica, Calif., network’s estimated $5 million rebranding effort. Sponsored by Allegro, the promotion is meant to showcase the network’s original programming and rebranding. It includes local ad sales tie-ins and game-related prizes for national and local winners.

The consumer promotion will run from April 19 to May 7. To enter, viewers can log on to gsn.com and answer a multiple-choice question based on GSN’s new 10 p.m. programming lineup. They also get an additional entry every time they play one of the network’s 12 hours of daily sync-to-broadcast interactive games. The grand prizewinner will receive an all-expense trip for two to Monte Carlo and Sony entertainment electronics and video games.

Cable affiliates choosing to participate in the local ad sales opportunities may receive prizes like all-expense paid trips to Las Vegas, Sony high-definition TVs and Sony PlayStation2 entertainment systems with free broadband service. Participating affiliates will be required to provide cross-channel spots promoting the network’s 10 p.m. lineup.

GSN worked with Norm Marshall & Associates in Los Angeles on the promotion. Seiniger Advertising in Los Angeles created ads tied to the rebranding effort. Online and print ads will launch March 8, followed by TV spots on March 13.

The rebranding comes as GSN launches programs that move beyond traditional studio games. Starting the week of March 15, the network is debuting programs including its first original casino game series, World Series of Blackjack; its first relationship game, Fake-a-Date, hosted by Joe Millionaire‘s Evan Marriott; and reality comedy series Kenny vs. Spenny, which pits two friends against one another in contests of physical endurance and mental toughness. It is also debuting the Tony Hawk-hosted two-hour documentary, Video Game Invasion: The History of a Global Obsession, on March 21. In addition, GSN has acquired the reality series The Mole and the hidden-camera comedy series Spy TV.