In the content business, you have to be able to surprise your target group
It is the year 2004.
We are back in Chicago.
But this time not in the middle of a main street, but in Oprah's studio.
It is the premiere of the 19th season of their show.
She calls 11 people from her austria telegram screening audience onto the stage.
She gives everyone a car: a new 276 Pontiac G6 worth $28,000.
The joy is great – of course.
But then comes the surprise, Oprah says:
"We have one more car to give away." Their staff walks through the audience and hands out a box to each person.
"I want you to open the boxes at the same time - but don't shake them, otherwise you'll hear the key inside and know immediately who won," says Oprah.
People are excited. Some are shaking. Everyone wants to win the car. Everyone in the audience needs a car.