Sponsors Rush to Brand Your Reality

A new online show being produced by Mark Burnett and AOL is lining up heavy hitters for key sponsorship deals. The show, “Gold Rush,” features Web users competing for $1 million in gold via a series of interactive challenges. The initiative has already secured Best Buy, Chevrolet, Coca-Cola Zero, T-Mobile USA, Inc. and Washington Mutual, according to MediaPost.

The overwhelming interest most likely stems from the opportunities for brands to be integrated into the challenges – more so than product placement seen on traditional reality competition television shows. For example, the article says Washington Mutual is set to "guard" the gold at stake, while T-Mobile will connect players within the game.

In addition, users will have to learn about the brands to win challenges and may have to find needed information by visiting sponsor Web sites.

The approach is certainly timely. A recent report issued by PQ Media says product placement spending increased 42 percent to $2.21 billion last year and is expected to achive double-digit growth again this year.