Indiantelevision.com Team

(19 August 2006 6:00 pm)

MUMBAI: US music channel MTV has announced that the official sponsors for the 2006 Video Music Awards will push the creative envelope prior to and during the show. They will look to reach the key 12-34 demographic on several screens. The event takes place on 31 August.

MTV US president Christina Norman says, “Our audience experiences entertainment on multiple platforms so we are making the 2006 VMAs a multi-screen, interactive experience that will give them more access to the VMAs on more platforms than ever before. This year the experience will be truly groundbreaking with a live alternate feed of the big show available on MTV Overdrive, giving fans a first ever live behind the scenes view of the VMAs.”

MTV 360 brand sales executive VP Sean Moran says, "We are fortunate to have a line up of sponsor partners that understand multiplatform programming and know how to reach our audience in new creative ways on air, online, on the ground and on their mobile phones. We are working closely with all of our sponsors to create a seamless entertainment experience that will further solidify our leadership position in this rapidly evolving space.”

Chevrolet is looking to help educate viewers on E85 ethanol technology in an effort to raise awareness about reducing greenhouse gas emissions and curbing dependence on fossil fuels. Chevy will be providing a customised fleet of 60 Flex Fuel E85 compatible vehicles for the VMAs that will be specifically branded to promote the show as well as GM's Flex Fuel technology.

The fleet of MTV Video Music Award E85 Chevrolet vehicles will be used to transport talent and guests around New York City including arrival at the red carpet on August 31. Once the fleet of VMA-branded E85 vehicles has completed their VMA mission they will be made available for sale to the general public.

Beyond the fleet, Chevrolet will also debut a customised Tahoe Concept, provide in-program content (Chevy will present the pre-show Top of the Rock concert and provide the “Chevy Fly-Cam” with aerial shots of red carpet arrivals) and present on-line/off-line advertising.

First time sponsor JCPenney has an online, on-air, radio, on the ground, and in-store campaign. The campaign began in July with the VMA Insider Contest and Tour. Fans logged on to www.jcpenney.mtv.com to upload videos explaining why they wanted to be a JCP VMA Insider or stopped by the JCP VMA Insider five-market mall tour where live auditions were held to find the two lucky winners of the prize of a lifetime – an appearance on MTV and an all-expense paid trip to New York City to attend the VMAs, walk the red carpet with the stars and report on events and parties - footage that will air on MTV Overdrive. Winners will also appear on MTV's hit show, “The Big 10.” The JCPenney/VMA campaign also includes email blasts, radio spots, back to school tune-in advertising, in-store VMA creative, online integration and more.

MTV has created an original multiplatform ad campaign for the Herbal Essences partnership around the VMAs this year that features Parker, the newest “It Girl” on the block. The five part serialized campaign will live on MTV and extend to MTV Overdrive prior to the show to introduce viewers to Parker. Then during the pre and main shows, viewers will be on the look out for Parker as she appears on-air throughout the night.

Viewers can then log on to MTV Overdrive to continue their search for Parker before going to a customised Herbal Essences/VMA micro-site to enter to win tickets to the 2007 VMAs by identifying where they saw our Herbal Essences “It Girl” during the show. The Herbal Essences/VMA micro-site will also serve as an online viral community for fans; allowing them to view extended versions of the ads, share photos, create new virtual hair styles for themselves, and more.

Charter sponsor Pepsi is taking their Viewer’s Choice Award sponsorship to multiple screens by creating a personalised experience for viewers online, on-air, and on customized viewing screens during the pre-show. Pepsi is currently presenting the online VMA Karaoke contest where fans can submit videos to pepsivma.mtv.com of themselves singing a VMA nominated song. The winner of the karaoke contest will host their own show on MTV Overdrive, walk the red carpet, appear on MTV’s The Big Ten the week of the VMAs, and get tickets for the show. Pepsi will also be bringing customized screens to fans during the pre-show this year that will both entertain and engage viewers for the Viewer’s Choice Award.

In their third year of VMA sponsorship, Acuvue Brand Contact Lenses are mining MTV’s rich history and catalog of VMA content to present an exclusive MTV and MTV Overdrive show titled “VMA Defining Moments” Presented by Acuvue Brand Contact Lenses which extends and elevates their multiplatform defining moments marketing campaign. The special will take viewers through the most memorable, “defining” moments from past show performances, acceptance speeches, and more. In addition to the show, Acuvue and MTV are engaging teens around the defining moments platform through other marketing elements such as a retail promotion that provides Acuvue consumers with exclusive VMA content and a consumer contest. Fans can now get into the VMA action by logging on to acuvue.mtv.com to submit stories on their own Acuvue triggered “defining moments.” The winning story writer will win hot ticket prizing including starring in a VMA spot to air during the actual show on MTV.

The VMAs have an entirely new awards category this year for Ringtone of the Year and Virgin Mobile is the presenting sponsor. Fans can vote for their favorite ringtone via Virgin wireless phones or through vma.mtv.com, with the winning ringtone revealed live during the VMAs and available for free download, exclusively to Virgin Mobile users, the day after the show. Virgin is also the exclusive mobile vote carrier for the Viewer’s Choice Award this year and will be offering fans exclusive VMA branded mobile content including ringtones, wallpaper, graphics, mobile alerts, and more.