LOS ANGELES: The Game Show Network (GSN) kicked off a promotional campaign last week aimed at hyping its remake of the '80s show Press Your Luck, as well as attracting a younger demographic.Last week, NBC's Today aired a five-day tribute to game-show legends, pitched by GSN. The show featured interviews with GSN show hosts such as Bob Barker and Monty Hall, as well as clips of memorable moments. Audience members were also given the chance to participate in mini versions of classics such as The Price is Right and The Newlywed Game, with contestants plucked from the crowds outside the Rockefeller Plaza studio. GSN was on hand to pass out merchandise.
"We were front and center,
raved GSN SVP of marketing Dena Kaplan.
The eight-year-old channel is also in the midst of a national media tour with Todd Newton, host of the updated Press Your Luck (now called Whammy!), and a costumed Whammy! character. The furry, red icon scored national media time at a recent LA Lakers game by dancing with Laker cheerleaders clad in Whammy! T-shirts.
GSN, owned by Sony and Liberty Media, is also doing a viral campaign with ADD Marketing, putting manhole-size stickers on New York streets to promote another upcoming show, Russian Roulette, in which contestants fall through a hole if they give the wrong answer.
The campaign's overall aim is to draw a younger, male demographic to the channel. Currently, about 60% of viewers are women.