CBS Mobile, FremantleMedia Add Interactivity to "The Price is Right"

CBS Mobile is teaming with FremantleMedia Enterprises, the brand extension arm of FremantleMedia, to add an interactive element to the FremantleMedia game show, "The Price is Right." During the show, viewers are shown a prize and invited to call a toll-free number to participate in a "Win-At-Home" game. After listening to a 10-second promo for a "Win-At-Home" game prize, callers are presented with three different MSRP options to guess from. Then, using the phone keypad, they are prompted to select whichever of the three choices they think is closest to the prize's actual MSRP. Callers who guess correctly are then instantly entered into a sweepstakes to win the prize. After playing the game, callers have the opportunity to hear about various special offers which CBS Mobile says are "tailored to meet the audience's interests, based on user-feedback." The campaign--which offers viewers the chance to win prizes three times each week--began in October and is scheduled to run for 10 weeks. It is powered by IVR technology from Telescope. "When you watch 'The Price is Right,' you can't help but play along in your head," Jeff Sellinger, EVP and general manager of CBS Mobile, said in a prepared statement. "Now viewers will get a chance to play and potentially win the same type of prizes right from the comfort of their living room. This is the perfect show for interactivity and we're excited to help bring an opportunity for the viewers to play at home and win prizes."