CBS’ viral vamping

'Wheel,' 'Jeopardy!' use online video ads

The viral video craze has spread to the Daytime Emmy race.

Last week, Sony and CBS TV Distribution launched an unconventional campaign for long-running quizzers “Jeopardy!” and “Wheel of Fortune.” Ads featuring a YouTube-like video screen along with vaguely worded headlines directed readers to “U-GottaSeeThis.com” and “U-GottaSeeThat.com.”

Clicking over to the sites — “this” for “Wheel” and “that” for “Jeopardy” — brings up clips from the shows, as well as a link to a “for your consideration” reel featuring highlights from the most recent season.

Campaign is the brainchild of “Wheel” and “Jeopardy!” exec producer Harry Friedman and Sony marketing chief Bob Oswaks. Friedman says that simple “for your consideration” ads don’t work for every show.

“You have two shows people think they know so well,” he says. “We wanted to cut through the (Emmy) clutter.”

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