Telus is catching a ride with Discovery Channel on the new primetime series Cash Cab.
Based on a U.K. series of the same name, Cash Cab sees unwitting taxi customers turned into game-show contestants when their driver begins asking a series of progressively harder questions en route to their destination. Each correct answer results in a cash prize. The show is currently seen in the U.S., Europe, South America, Australia, New Zealand, Israel, Indonesia and Japan. In June, the U.S. version of Cash Cab won a Daytime Emmy Award for outstanding game show.
In addition to billboards, pre-promotion and traditional brand sell spots within the show, the promotion will also see Telus smartphones featured in what Discovery describes as “naturally occurring aspects” of the show.
Show host Adam Growe will use a Telus device equipped with GPS functionality to help him navigate his way around the city. When Growe turns on the device for help, its GPS functionality will be demonstrated on-screen.
Telus will also be featured on the Cash Cab website CashCabOnline.ca, and its products will be integrated into a web-based game that includes original video from the series. Online contestants will be able to obtain game tips on a virtual Telus smartphone.
A mobile website will feature behind-the-scenes footage and a mobile version of the game. At the end of each mobile broadcast, a 10-second spot will demonstrate how mobile users can play the game using the Telus devices’ mobile browsing capabilities.
