Reality Show Winners Duel Inside Reality Billboard

Launched yesterday in Israel by Shalmor Avnon Amichay/Y&R Interactive, a giant "reality board" will house Big Brother winner Eliraz Sadeh and Survivor winner Natan Bashevikin who, each allocated have the living space inside the board, will battle to maintain their living quarters.

Breathing new life into an old medium, each contestant will perform assignments and tasks while living inside the board using Twitter, Facebook, smart phone applications, a website and SMS. The winner will have his living space increased and a partition will slide over decreasing the size of the loser's living space. The game will continue until one contestant runs out of living space.

The human inside a billboard thing has been done before but this takes it to a new level both in physical scale and with the inclusion of an actual social media-fueled reality game.

The public can watch live and participate right in front of the board or check out the action on one of three websites: a Yellow Pages minisite, Mako Channel 2 and Walla.