The first edition of W Network’s Expert Search contest was such a big success that the network is bringing it back again for round two in February 2010.
The contest, which debuted in 2008 and carried through until early this year, offered viewers the opportunity to submit video audition reels for the chance to become a W Expert and possibly have their own show go into development. It garnered 600 video entries, 13,000 online comments, and brought WNetwork.com traffic to its highest point in three years. The contest winner, financial planner Preet Banerjee, now has his own show in development, Preet Moves In (working title), focusing on personal finance.
The 2010 edition of the contest will start being promoted on-air on W Network in January. Customized sponsorship packages are available, including on-air and online. The contest will have its own microsite again with ad and content integration opportunities, and will be included in the WNetwork.com main navigation. Examples of sponsorship branding opps include original on-air spots, integration into storylines or challenges, branding of video galleries and standard online ad units.
Promotion of the contest will include on-air and online media, social network promotion, radio and may include similar media efforts as the first round, including OOH and street teams.
‘The W Experts Search is a great initiative for us. Not only does it allow us to spread the W Expert message and incubate new talent…but it provides us with great content,’ Shelley Findlay, VP marketing, Women’s Specialty Television, Corus Entertainment, told MiC.
The winner of the 2010 W Network Expert Search will be announced at the end of March.
