Cannes Lions

BIG BROTHER MULTI-PLATFORM CAMPAIGN

CBS INTERACTIVE, Los Angeles / CBS / 2012

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CBS.com wanted to create a companion piece for its popular summer 2012 series BIG BROTHER that allowed the show’s fans access to the BIG BROTHER’s house beyond what was available during the TV series. The BIG BROTHER Android mobile, Tablet app, and CBS.com programs gave fans access to exclusive features that were designed to enhance the Big Brother experience, including:· The Ultimate Fan (Sweepstakes): The Ultimate Fan game returned for another season of rewarding fans for being active on the site with a chance to win a trip tothe BIG BROTHER finale. Fans earned points and badgesby participating in various activities, such as watching and commenting on videos, voting on the best moments and photos of the season, and much more. Two weeks prior to the finale, the top 25% of high scorers were entered to win a trip to the BIG BROTHER finale in Los Angeles.· BIG BROTHER Full Episodes and Video Clips: Full-length episodes, highlight clips and other content from BIG BROTHER was made available to fans to watch and incorporate into their blogs, wikis and widgets and discuss BIG BROTHER on message boards.· Moment of the Summer: Each week, CBS.com featured the three highlights of the week (one from each episode) that fans could vote on to determine the defining moment of the week. At the end of the season, 10 moments were put to a final vote for “Moment of the Summer.”· Watch & Chat (NEW): A BIG BROTHER fan favorite houseguest watched & tweeted/chatted live during episodes throughout the season.· BIG BROTHER on Twitter: Fans could follow the official Twitter accounts of BIG BROTHER to stay "in the know" with daily updates from production insiders.· BIG BROTHER Fantasy League: "BIG BROTHER Fantasy League" returned this season (http://www.cbs.com/ bbfantasy), an online contest that lets fans compete for the chance to win the grand prize of $1,000. Each week, BIG BROTHER fans choose two active BIG BROTHER contestants to be on their team. Players accrue points based on their ability to predict their team members' actions and outcome of events,and ultimately whichBIG BROTHER contestant will make it to the end.· Live Feed Highlights: CBS and RealNetworks, Inc. joined forces for the 11th straight cycle to provide exclusive All Access live streaming video from inside the BIG BROTHER house.

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