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NEW YORK In a cross-platform first, AOL and Mark Burnett, creator of the Survivor and The Apprentice reality shows, have teamed with CBS to mount a Web-based treasure hunt titled Gold Rush!
Real-life “gold diggers” will race to find more than $2 million in bullion stashed across America.
“CBS can offer advertisers a way to make their [ads] more relevant,” said Burnett. “It’s a TiVo buster—instead of people TiVo-ing through the commercials, they’re going to be TiVo-ing again and again to watch the commercials.”
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