AOL Unveils Five Online Programs at Upfront

Apr 17, 2007  •  Post A Comment

AOL today is introducing five large-scale interactive entertainment programs for 2007 and 2008 at its First Look event for upfront advertisers in New York.

“This game is all about scale and AOL is one of only four companies that has it,” said Randy Falco, chairman and CEO of AOL, in a statement. “We want to be a one-stop shop for advertisers in providing all of the tools, services and creative support they need to reach their consumers online.”

The programming lineup is:

  • “Ye Olde Shrek the Third Royal Tournament,” co-produced by AOL, DreamWorks Animation and Mark Burnett Productions, and timed to the third “Shrek” film. The program lets online users play 25 Shrek games over a six week period. It launches April 26 and Sara Lee has already signed on as a sponsor.

  • “Gold Rush Goes Hollywood,” from AOL and Mark Burnett Productions, is the follow up to last year’s “Gold Rush,” which attracted 11 million unique users who averaged 16 minutes per visit to the site. In the new game, players compete in pop culture trivia games for cash prizes and finalists face off for $1 million in gold. “Gold Rush” sponsors General Motors, Best Buy, T-Mobile, WaMu and Coke have rights of first refusal. The new game is scheduled for the third quarter of 2007.

  • “The Ellen DeGeneres Show” tie-In, created in partnership with Telepictures Productions, encourages online users and viewers to share stories and video of their home towns. The stories and clips will be featured in recurring segment on the show, and an entire episode of “Ellen” will be shot in the hometown of the best entry. The project launches in the fourth quarter of 2007.

  • “Million Dollar Bill,” from AOL, Madison Road Entertainment, Stone & Co. and Viewer Rewards allows viewers to play online games that reveal the serial numbers from dollar bills. Viewers who match the serial numbers get a chance to win $1 million on TV. AOL is in discussions with several television partners for the finale. Leeza Gibbons is the host. The show launches in the first quarter of 2008.

  • “iLand,” from Endemol, encourages users to select members of their online community to populate a remote island, which is the prize for the winner of the game. Brooke Burns is the host. The show launches in the second quarter of 2008.

(Editor: Romanelli)