John King Begins Twitter Scavenger Hunt Ahead Of Much-Anticipated CNN Show

by Steve Krakauer | 12:18 pm, March 2nd, 2010

» 9 comments

John King‘s new CNN show at 7pmET will launch sometime…soon, and he and CNN have found a creative way to make the announcement of when that will be and what it will be called – Twitter clues.

That’s right, stay tuned to Twitter for the details about the delayed launch of one of the most important CNN products in the last couple years.

King announced the Da Vince Code-like scavenger hunt last night:

Gearing up for the new 7p show! want the name and launch date? will tweet clues rest of the week _ at 7 am/pm (eastern). Check back!

And here’s your first, mysterious clue:

Good morning. First clue: new show name tied to something special we share. More re name and launch @7a & 7pE thru final clue fri! #cnn.

Hmm, this doesn’t bode well for my choice, State Of The Magic Wall.

Look, it seems like a silly idea, but it certainly is creative – especially for the most traditional of cable news outlets. And I have to admit I’ll be checking out King’s tweets more often and more specifically now. But the launch has already been the subject of some questions. It was originally slated for ‘early 2010′, and the CNN release about Candy Crowley taking over State of the Union said it would launch in February.

And for the CNN haters who think the headline is an exaggeration, keep in mind the 7pmET slot is almost prime time, and by replacing CNN mainstay Lou Dobbs, King’s show will garner extra attention. And with the state of CNN’s prime time ratings (reaching historic lows), they need a hit. Because of the added pressure, King’s show will either be a huge success by improving the 7pmET ratings from when Dobbs was the host as well as helping lead into Campbell Brown‘s 8pmET show or it won’t boost ratings and be viewed as, well, a failure.

It’s pressure that’s frankly unfair to King, but CNN needs a winner when the moon comes out, and right now their hopes lie with King. So check out Twitter to find out when we’ll get to see the plan in action.

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Campbell Brown, CNN, John King, Lou Dobbs, twitter

MichelleF

Much anticipated by who?
http://twitter.com/CRZ CRZ

Much anticipated by media critics. It could be argued that the fact that King is actually doing this gimmick to try to gin up interest actually reveals a perception of a LACK of anticipation for the show.

But I do like how Steve knew ahead of time that the headline would go over like a dud by immediately playing the “CNN hater” card – because if I’ve learned anything from my time at Mediaite, NOTHING reinforces your point like pre-emptive name calling!
The Real Royal King

I am very fond of King’s work. He sometimes skews things a bit to the right, but he is honest about it. With only a little analytical work, I can pull him back to center.
http://mediaite.com Steve Krakauer

It’s much anticipated by CNN as well (and yes, of course by media critics). They need a winner, and this is a timeslot they need to see production from.
marcus.lewis

Even if John King has a hit, that won’t help Campbell Brown. She is married to a DC insider and has very little credibility as a journalist. I refuse to watch political insiders who are paraded as journalists or analysts.
libra blue

I don’t think John King’s show should be considered a failure if the viewers abandon ship when Campbell Brown’s show comes on at 8pm. In fact, in may work against Brown because, compared to King’s professionalism and affability, Brown’s arrogance and ineptitude will make her look like an even bigger loser.
homie

“First clue: new show name tied to something special we share.”

A deep dislike of John King?

marcus.lewis
“I refuse to watch political insiders who are paraded as journalists or analysts.”
Like unquestioning Dick Cheney acolyte and Lindsay McLieberman adoring John King?
homie

MichelleF
Q. “Much anticipated by who?”
A. John King
marcus.lewis

@homie: I’m not quite sure what you are asking.