CBS Spamming Message Forums

It looks like someone (on behalf of CBS?) has just started an Ashleeturfing spam campaign (using fake "sock puppet" user accounts) on several different message forums. The question is, what are they promoting exactly?

"Would you go out on a date with celebrity?"

Update: The spammer is now replying to their original threads to deliver the "real" message spam: A contest being run by CBS to promote the soap opera “As The World Turns”.