CBS is bringing the “frequent flyer” concept to television via a new interactive loyalty program to be administered on its sister Internet portal.
Club CBS will launch Jan. 2 on Iwon.com, in which CBS has a majority ownership stake. Viewers will accumulate points by identifying CBS’ “Star of the Day” and answering questions about network shows.
Those points can then be exchanged for entries into monthly contests such as January’s prize: a trip to Los Angeles and tickets to the 2000 Grammy Awards.
CBS will use on-air promotional time (most likely during program credits), in addition to print ads and Internet mentions, to promote Club CBS and direct viewers to the Iwon.com site. In turn, the Eye hopes to steer traffic to the network by offering prizes to viewers who watch CBS the most.
In-depth viewer info
Club CBS also gives the network a chance to collect in-depth demographic and socioeconomic information about its most frequent viewers.
Separately, Iwon.com also administers its own loyalty program, awarding $10,000 on a daily basis, $1 million per month and $10 million on April 15 (“Tax Day”). But CBS’ TV network isn’t affiliated with those cash prizes.
“This will help bring viewers to Iwon.com and also bring Internet viewers to CBS,” a network spokesman said.
CBS spent $30 million in October to acquire a majority stake in Iwon.com parent CTC Bulldog and agreed to contribute $70 million in advertising time for Iwon.com on its TV network.