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CBS is starting to figure out how to use the internet as a tool. We saw it what they did for March Madness. Than we saw this idea completely blow up as all the other major networks jumped on board for the ride. And CBS is leading the edge.

If you watched CSI:New York last night you know what I mean. At the very end one of the characters was searching the internet (search engine not distinguishable) for something a friend had just given her. She found the site and with a shocked face staring at the screen the show ended. Naturally the geek in me decided to see if that domain actually existed. Well, it did and it was shocking footage that brought the viewer into interaction with the show. And at the end of the clip obviously they showed next week’s previews.

While waiting for the page to load, I thought “Dammit, they got me”, knowing I had been had by a marketing ploy. I would also imagine they had several million others check it out too. Now this is a great idea for CBS for two reasons. (1) They have a pretty good idea of the size of their viewing audience that is much more accurate than the ratings system. They also acquired general demographic data. (2) CBS was able to involve the viewer interactively at the same time hooking them into the next broadcast. Dual mediums is not a new thing but this was a great implementation.

I would like to see a discussion begin over the benefits to the a) broadcaster, CBS in this instance b) the advertiser and how this did and possibly could benefit them, and c) the end user.

tags: media, marketing, internet,business

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