Starz Launches Trio of Treasures Sweeps

Starz Entertainment Group is bringing mystery to life under a new campaign that lets viewers in on clue-solving action to find real-life treasure.

Starz has teamed up with Michael Stadther, author of the classic fairy tale “A Treasure’s Trove,” to give Starz viewers an exclusive clue on-air following the premiere of the National Treasure that could lead consumers to an uncut black diamond worth thousands of dollars.

First published in November 2004, “A Treasure’s Trove” made headlines when Stadther announced the book contained clues that led to 13 tokens he hid across the country which readers could redeem for real-life treasures. In September, Stadther said he hid a 14th token, which clue-solvers can redeem for an uncut black diamond.

For the first time, Stadther will reveal clues on Starz as part of the channel’s “Trio of Treasures” promotion. Starz is kicking off the hunt with the premiere of National Treasure, starring Nicholas Cage and Jon Voight, on Nov. 19 at 9 p.m. ET/PT. National Treasure details the tale of a archeologist who must elude the FBI and rival treasure hunters in a search for a secret chest hidden by America’s founding fathers that stretchers from the Artic Circle to Washington, DC.

Following the movie, Starz will release a clue from Stadther that will help viewers hunt for the 14th token. To solve the clue and find the Rusful token, viewers must can look at the clue online at Starz.com and refer to “A Treasure’s Trove.” The clue will remain online for 24 hours.

The goal behind the promotion is to increase viewership and make Starz “more water cooler” worthy, David Charmatz, senior VP-channel management, Starz Entertainment Group, said. Viewers can also search for treasure in an online maze at Starz.com. Consumers who solve the riddles and reach the secret vault can win digital prizes, including screensavers.

“We want to find ways to be as relevant and contemporary to our viewership,” Charmatz said. “Starz is about the theater experience. There are all kinds of parts to the movie experience. We want to give other reasons for people to talk about us.”

In addition, Starz plans to release other tidbits of information (which it’s keeping secret for now) between Nov. 19 and mid December in which viewers can win additional prizes.

Euro RSCG, New York City, handles. TV spots and online materials support.