Game support for Survivor TV show

We've been talking about taking advantage of social currency for a while and here's another example of a simple Survivors game to take advantage of the fact that Survivors is being talked about at the moment. TV shows are fairly easy to run supporting collatoral for given that the BBC knew when the show would be on air and they could even look at the first week's viewing figures before investing in this.

But does the real opportunity lie in taking advantage of social currency when it springs up in a more unplanned way?