I was flipping through the channels (actually, my wife was, I wanted to watch the NBA finals) and saw some people wearing Ask.com t-shirts on TV. It was a new show on NBC named Treasure Hunters.
The Ask blog says that Ask is the "Official Search Engine of Treasure Hunters." I did not watch the whole show, so I am not sure how beyond the t-shirts and commercials Ask promoted themselves in the show.
Postscript: Got word back from an Ask rep on what took place. Team members conducted searches at Ask for "us presidents" and another for "mount theodore roosevelt". They showed the Ask toolbar for viewers to follow the searches at home and to go to Ask.com to play along. Also, one team members yelled "we should have used Ask.com!"
Postscript #2: The Ask.com blog posted the encore presentation times with a link to watch the show online, while it is available. The show will be repeating Friday and Saturday at 8/7c on NBC. Also check out SearchEngineGuide's detailed review of the promotion.
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