NBC is giving its daytime Passions fans a chance to take a more active role in the storyline via an interactive campaign that drives viewers from their TV screens to the Internet.
Under a new online campaign, Passions Vendetta, NBC is tying online promos to the broadcast version of its popular Passions soap opera via 24, two-minute online videos on PassionsVendetta.com. At the site, fans can click on different items in each video to learn more information about show, its characters and find clues about the show’s mystery plotline. Two new videos will appear on Tuesdays and Thursdays each week.
As part of the campaign, consumers each week can search for five symbols hidden on the site and throughout online sponsor ads to unlock weekly treasures, additional pictures, interviews and desktop wallpaper. For each set of weekly symbols found, consumers will receive a puzzle piece. Viewers who receive all 12 puzzle pieces can reveal the secret identity of Passion’s monk character before it is revealed on the show.
The promotion, which began March 14, runs through June 1. Avant Interactive, Los Angeles, handles interactive components.
“Our new campaign…draws fans more deeply into content and provides them with the ability to be more intimately involved in the storyline,” said Stephen Andrade, VP-NBC Interactive Development, in a statement.
To further engage fans, viewers can enter to win a year’s supply of products from sponsors Maybelline New York and Garnier Fructis. To enter, consumers complete an entry form at PassionsVendetta.com. Thirty winners will receive a prize pack including a Maybelline NY Makeup Kit and Garnier Fructis shampoo, conditioner and styling products.
The sweepstakes ends May 31. Online materials support.
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