Sprint Offers Exclusive Content of The Amazing Race
Sprint is giving fans of the CBS show The Amazing Race a chance to experience the global journey with contestants through an interactive promotion that puts viewers behind the scenes of the show through their cell phones.
Sprint subscribers with PowerVision phones can watch exclusive interviews between show host Phil Keoghan after each task as part of Sprint’s sponsored Mat Chats. In addition, Sprint subscribers can see behind-the-scenes action from the Sprint Pit Stop Cam and hear songs specific to each team as part of the team play lists and download them from the Sprint Music Store. The content can also be viewed online at CBS microsite Sprintenterprise.com/amazingrace.
“Today, viewers want more; they want more interaction and exclusive information to get their fix between episodes,” said Anita Newton, VP-marketing for Sprint, in a statement. “Sprint is in a unique position to provide our subscribers with content they can’t get anyplace else, and the best part is they don’t have to be restricted to the television or a computer to get it.”
In addition, each week Sprint and Nextel subscribers can participate in a weekly poll for a chance to win one of two wireless devices from Sprint—a Treo 700p or a Samsung a900. Viewers who send a text message to number “4321”—prompted by TV spots during the show—are entered to win with winners selected at the end of the season
The Amazing Race is a reality show that follows 12 teams in a race around the world. Contestants must solve clues and participate in challenges for a chance to win $1 million. The10th season of the show airs at 8 p.m. Sundays on CBS.
Online materials support. Mindshare, New York, handles media; TBWA Chiat, New York, handles creative and Tequila, also of New York, handles online creative.
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