Ask is now the official sponsor of a new TV show in the US. This follows a series of successful TV adverts released last year.
The show, called Treasure Hunters, is a fast-paced adventure reality series where teams are mentally and physically challenged in their quest of a promised hidden treasure. It's been described in the UK as a mix between a multiplayer Challenge Annika with a Da Vinci Code twist. Teams work towards winning the 'grand prize' by travelling to historically significant locations where they decipher cryptic codes and puzzles.
Ask describe themselves as the 'Official Search Engine of Treasure Hunters'. They provide sponsored search engine results for the show and a search function on the official NBC website for the show. They are even using the Ask.com blog as a marketing tool for the show. Their last entry on 20 June 2006 'Encore, Encore' encourages users who may have missed the launch to watch the show online.
So why are Ask going to such lengths to sponser a TV show? What does it offer them that traditional advertising can't? Because Ask are the show! The contestants use Ask.com to help them decipher the codes and riddles along the way. They even wear Ask.com t-shirts and say things like "we should have used Ask.com!"
Now that is advertising! So not only does the trend continue but players like Ask have upped their game in the stakes to build brand and increase market share. Now the question is ... Can Google and Yahoo! top this? Are they even going to try?
