October 27, 2009 09:00 ET

The CW Network Taps ChaCha to Help Promote Halloween Episode of Hit Drama "The Vampire Diaries"

Unique Text-Based Mobile Campaign to Build Audience Among Teen Viewers

INDIANAPOLIS, IN--(Marketwire - October 27, 2009) - On October 24th ChaCha, the mobile service that allows users to call or text questions on mobile phones to ChaCha and receive answers within minutes for free, will launch a six day campaign to promote the upcoming special Halloween episode of The CW Network's highly successful new series "The Vampire Diaries." Prior to the show's airing on Thursday, October 29 (8:00-9:00p.m. ET/PT) on The CW, ChaCha will build audience through a text-based campaign aimed at teen and young adult viewers.

ChaCha developed numerous text scripts playing off the theme "Halloween Sucks." In the course of providing answers to questions teens texted to ChaCha, the company will also serve up teasers such as "If vampires R your thing, then you can't miss 'The Vampire Diaries' Halloween episode TONIGHT @ 8/7c only on The CW! Find out if Halloween really sucks!" There are more than two dozen scripts all directing viewers to tune-in to the Halloween episode.

"ChaCha has a solid track record of driving awareness and building audience for entertainment programming especially among younger viewers who tend to be the heaviest texters," says Scott A. Jones, CEO of ChaCha. "For example, during a 36-hour period in the first quarter, ChaCha served nearly 150,000 impressions to promote another television network's health-based reality show. Of those impressions, over 32,000 users responded to the multiple levels of mobile ads, resulting in an astounding 21.59% average response rate. For Paramount Pictures' 'Transformers: Revenge of the Fallen' we served close to 1 million text ads in the week leading up to the movie's premiere and increased unaided awareness of the blockbuster by an unprecedented 27 percentage points."

"The CW has some of the most passionate and tech-savvy fans of any network, which means we need to fuel their love of our shows on every platform available," says Caty Burgess, Director of Media Strategies for The CW. "Our viewers use their mobile devices to stay in constant touch with their friends, family and the world, and so for us to stay in touch with them wherever they may be, we're utilizing innovative mobile services like ChaCha to get our messages across in a highly targeted and unique manner."

In the October 29th Halloween episode of "The Vampire Diaries" on The CW, Vicki's (Kayla Ewell) behavior becomes more dangerous, and Stefan (Paul Wesley) tries to help her. Elena (Nina Dobrev) tries to convince Jeremy (Steven R. McQueen) to stay away from Vicki. Caroline (Candice Accola) gives Bonnie (Katerina Graham) a necklace she took from Damon (Ian Somerhalder) to wear with her Halloween costume, and when Damon tries to take it back, he is surprised by Bonnie's abilities. Bonnie discusses the incident with Grams (guest star Jasmine Guy) and learns more about her family's past. Trying to cheer Vicki up, Matt (Zach Roerig) takes her to the high school's haunted house, but the evening soon takes a terrifying turn. Ernest Dickenson directed the episode with teleplay by Kevin Williamson and Julie Plec and story by Andrew Kreisberg.

The CW Network ( was formed as a joint venture between Warner Bros. Entertainment and CBS Corporation. The CW is America's fifth broadcast network and the only network targeting women 18-34. The network's primetime schedule includes such popular series as "America's Next Top Model," "Gossip Girl," "90210," "Smallville," and new series including "Melrose Place" and "The Vampire Diaries."

ChaCha ( a free mobile answers service, allows users to call 1-800-2-ChaCha™ or text questions to ChaCha (242242™) on mobile phones and receive answers within minutes. Its unique advertising solutions provide pay-for-engagement opportunities for advertisers like Palm, IKEA, Coca-Cola, McDonald's and the Obama Campaign to precisely target and embed their messages within millions of text conversations. Unlike traditional media, ChaCha's advertising platform is simple, results-driven and measurable. ChaCha's mobile service now delivers over 30 million impressions each month to 2 million users.

Proven innovator and entrepreneur Scott A. Jones created ChaCha in December 2005 and then launched the mobile service in January 2008. ChaCha is funded by Bezos Expeditions, the personal investment firm of Jeff Bezos; Morton Meyerson, former President and Vice Chairman of EDS as well as Chairman and CEO of Perot Systems; Rod Canion, founding CEO of Compaq Computer; the Simon family; and Jack Gill, Silicon Valley venture capitalist.

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