CMT Miss America $1,000,000 Pick & Win Game

They get the crown you get the cash! Predict correctly and you could win $1,000,000 in the CMT Miss America Pick & Win Game…no bathing suit required! GREAT! conceived a viral, online promotion to help increase tune-in, length of viewing, create buzz and a younger audience for the Miss America Pageant live on CMT. CMT offered a $1,000,000 prize to the viewer that successfully predicted the final 10, final 5, final 3 contestants and the winner, Miss America in the online CMT Miss America $1,000,000 Pick & Win Game.

CMT Miss America $1,000,000 Pick & Win Game

CMT offered a $1,000,000 prize to the viewer that successfully predicted the final 10, final 5, final 3 contestants and whom was crowned Miss America in the online CMT Miss America $1,000,000 Pick & Win Game. This viral campaign used the "sports bracket system" at its best to help potential viewers buy into the pageant by having a vested stake in the winners. This multi-layered campaign included an Internet buzz building game as well as a desk version to target entertainment writers with a PR campaign. To lock in results, the game became the creative for the national print media buy.

CMT Miss America $1,000,000 Pick & Win Game

The CMT Miss America Pageant, which premiered live on CMT, drew a significantly younger audience, increasing its P18-24 and placing second in all of basic cable in the P18-24 demo. The median age for the telecast was down 8 years from the previous Pageant.