The Treasure is the Text Message

Last night's two hour premiere on NBC for "Treasure Hunters" was full of product integration. Motorola ROKR phones,, Orbitz, and Genworth Financial to name a few. Magellan GPS systems were also featured on the homepage. The show, like the upcoming "Gold Rush" on CBS and AOL allows and encourages viewers to play at home.

In this fast-paced adventure reality series, multi-player teams try to stay one step ahead of each other as they are mentally and physically challenged in their quest of a promised hidden treasure. The teams must avoid elimination as they travel to historically significant locations where they must decipher cryptic codes and puzzles, each with a clue leading them closer to solving the ultimate puzzle, and obtaining the coveted grand prize.

Our favorite is a play to win your own treasure for $10,000. During the Treasure Hunters broadcast, watch for the prompt to enter. Then, type 51515 with your answer to the on-air question.

Looks like they are taking a page out of the "Deal or No Deal" book in which the producers and network make millions off a simple text promotion.


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