Following the tremendous success of the online events "Passions Red" and "Passions Vendetta," NBC Daytime in collaboration with NBC.com will launch a new online campaign "Tabloid Truth" beginning today at www.PassionsTabloidTruth.com. "Tabloid Truth" features gossip columnist J.T. Cornell (portrayed by Michael Sabatino) who returns to Harmony to stir up hidden truths and intriguing secrets among the show's most popular characters.
The website's 24 different online promos will unfold over 12 weeks with new installments posted twice weekly (Tuesdays and Thursdays) on the "Tabloid Truth" website, which can also be accessed through www.nbc.com/passions.
Sponsored by Maybelline New York and Garnier Fructis, the website will introduce one hidden clue in each video installment, which will be stored in the user’s online evidence folder and will help them navigate their way around "virtual Harmony." While there, fans will conduct their own investigation by searching characters' homes and establishments for in-depth scoop and bonus items, such as exclusive photos and videos of their favorite characters. Fans can also visit three "hot spots" in "virtual Harmony" and use characters to create their very own scene, complete with dialogue captions, and email their creation to family, friends and other "Passions" fans.
If all clues and "hot spots" are found, users will be entered to win the "Tabloid Truth" sweepstakes, where one lucky fan will get an all-expense paid trip to Los Angeles to visit the set of "Passions." They will also win a Maybelline New York makeover, a tour of Harmony, a gift basket and lunch with some of their favorite cast members. In addition, 100 winners will receive a one-year supply of Maybelline New York Superstay Lipstick and Garnier Fructis Brilliantine Shine Glossing Spray.
"The loyal NBC Daytime audience is extremely internet savvy and they crave additional online content that compliments the on-air story," said Annamarie Kostura, Vice President, Daytime Programs, NBC Entertainment. "The show's young fans love to read about celebrity gossip and we think they’ll be delighted with the scoop and juicy inside tidbits about their favorite 'Passions' characters on 'Tabloid Truth.'"
"'Tabloid Truth' is the most interactive, creative and in depth online campaign NBC Daytime has created yet," said Stephen Andrade, Vice President, NBC Interactive. "We have stretched our imaginations to make the site both engaging and user friendly for the fans and are confident they will become engrossed in our newest online event."
In October 2005, NBC Daytime launched the first-of-its-kind online promotional campaign "Passions Red" which introduced a mystery character to the show who could only be identified by her red fingernails. The site achieved over 10 million hits and spawned a follow-up campaign in March 2006 dubbed "Passions Vendetta," which featured a mysterious Monk who manipulated the characters of Harmony, and garnered over 16 million hits. "Passions" consistently remains in the top five websites on NBC.com. "Passions" is currently the #1 daytime drama among women 18-24.
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