CBS Taps into Classic Content with a ‘The Price is Right’ National Tour

Commemorating the 50th anniversary this year of its 1972 original game show, “The Price Is Right,” CBS is embarking on a “Come On Down Tour” to bring the classic content to fans at 50 stops across the nation. The experience is inspired by insights that show consumers have sought comfort in nostalgic activities, music and television shows throughout the pandemic.

CBS kicked off the tour with a launch event on March 25 featuring current show host Drew Carey on the Santa Monica Pier in Los Angeles. George Gray, the voice of the show who says “Come On Down,” and model Alexis Gaube, also made appearances to honor the top-rated daytime series as the longest running game show in history. Not only did the television network solve the challenge of mobilizing a detailed game show, but it also transformed Santa Monica’s iconic Pacific Wheel Ferris wheel into a giant version of the show’s spinning wheel that illuminated at dusk.

“’The Price Is Right’ has always been dedicated to bringing joy and excitement to its fans, and we wanted to ensure those elements were recreated for our nationwide 50th anniversary tour,” says Mike Benson, president and cmo at CBS.

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The activation was designed to make consumers feel as if they were on the show with games taking place on the side of a ’70s-style bus. Fans were invited to spin the famous game show wheel, which doubled as a photo moment. They could also play “Plinko” and participate in a “Showcase Showdown” live competition to win a surfboard, Ray-Ban sunglasses and sunscreen. Select winners took away gift cards benefitting local businesses while every winner received a keepsake name tag (identical to those worn on the show) and tickets to ride the Ferris wheel.

The tour, which extends through May 18, will also offer mobile games in Denver, Dallas, New Orleans, St. Louis, Cleveland (Carey’s hometown), New York City, and Nashville, TN, for fans to win a grand prize of $50,000 and other rewards benefitting local businesses in those cities. Prize partners were chosen for their historic ties to 1972, the year that the game show premiered. In addition, the tour will spotlight American landmarks including the Route 66 sign, Gateway Arch in St. Louis and world’s largest picnic basket built at the basket-making Longaberger Company headquarters in Newark, OH.

Despite loosening pandemic restrictions and an outdoor setting, every attendee at the L.A. event was required to show proof of Covid-19 vaccination. And with a market-specific focus, CBS is including network affiliates in the program and has planned stops on the tour in smaller cities that typically do not host large brand activations. Fans who are not able to visit the events in-person can follow the adventure virtually @therealpriceisright on Instagram. Agency: MKG.

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Show host Drew Carey helped kick off the Come on Down Tour with a launch event on the Santa Monica Pier in L.A.


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