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Brands Play Along With GSN's Kaplan

By Published on .


Name: Dena Kaplan

Age: 42

Who she is: Game Show Network senior VP, Marketing

Where she's from: Before joining GSN in 1996, Kaplan did stints at companies including Warner Cable, Rainbow Advertising, and Spotwise Productions.

What she's done: Integrated sponsors such as Bank of America and CompUSA into the Get Schooled Tour, an integrated marketing program hitting 15 major markets. Also architected on-going Watch and Play sweepstakes offering sponsors integration into the on-air interactive programming.

%%PULLQUOTE_RIGHT%% What's next: First comedy game series, "National Lampoon's Funny Money," is on tap, offering product integration opportunities.

Stock-in-trade: "We have one of the few formats where advertisers have historically been integrated. Now viewers can play along with their computers during the broadcasts everyday.Not only can we do product placement but we can actually weave the product into the game play. We're also TiVo-proof in that the viewer has to watch in real-time to play along and it also encourages the viewing of the commercials in order to win prizes from home."

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