(17 November 2007 4:00 pm)

MUMBAI: In a first for any virtual world, MTV in the US, Elizabeth Arden and Ford Models have launched a campaign to find the world's first-ever virtual supermodel.

The three brands are teaming up to create M by Mariah Carey's "Virtual Ford Model Search" (http://www.vmodelsearch.mtv.com) to find the new face of MTV's Virtual Hills.

The campaign is designed to appeal to a generation of young, aspiring consumers who take their online persona as seriously as their real-world presence. Taking branded entertainment to new heights, the campaign offers innovative in-world experiences that build strong connections to the M by Mariah Carey fragrance and to Ford Models.

Viewers can go to http://www.vmodelsearch.mtv.com to create their own customized avatar, which they'll use on their quest to become the world's first-ever virtual model. Participants will experience opportunities to "meet" in-world with a roster of Ford Models' experts who will provide invaluable beauty and styling tips on everything from fashion, skincare, hair, and makeup -- of which all can apply to the real world.

Viewers are then given a virtual bottle of M by Mariah Carey -- complete with a spray animation -- along with a Ford Models portfolio book to carry throughout the virtual world. Ford Models' digital video content containing similar fashion and beauty insights will also be available for viewing. The campaign was designed in conjunction with MTV's Integrated Marketing Group and Elizabeth Arden's media communications agency, PHD.

"Bringing Ford Models to MTV's virtual world is a fun way for us to discover great talent," said Mitch Grossbach, General Manager of Ford Models Media. "Who knows, we may just find our next Supermodel."

The multi-faceted campaign engages Hills viewers across all MTV screens, from on-air to online and in the virtual world. To drive awareness for the campaign, MTV will air 30-second Elizabeth Arden/MTV co-branded spots during several episodes of The Hills from 19 November, pointing viewers to co-branded microsites.

The microsites, which will appear on MTV.com and inside Virtual Hills, will offer viewers directions on how to enter the campaign, profiles on the semifinalists and blog entries from contestants. The sites will also contain links for users to purchase M by Mariah Carey as well as links to Ford Models' Web site.

Elizabeth Arden Fragrances executive VP Ron Rolleston says, "The opportunity to partner our M by Mariah Carey fragrance with such world-class brands as Ford Models, MTV and our media agency, PHD, offers a unique chance for us to connect with our target audience on a completely new level.

"Our consumers are young, fresh and creative, and this campaign offers a more personal way to connect and engage with them in a truly interactive fashion."

At the heart of the campaign is a series of events in early January, in which models will be asked to show off their virtual acting capabilities by posing with the bottle and acting out a commercial for the fragrance. They will also be asked to walk a virtual runway and compete in a virtual dance contest. Representatives from Ford Models, Elizabeth Arden and MTV will conduct the judging.

Three finalists will be chosen by an expert panel on January 14, 2008. The winner -- as determined by viewer votes -- will be announced on-air on 31 January, 2008.

The winning avatar becomes Ford Models' first-ever virtual world model, the fresh new face of a marketing campaign for MTV's virtual worlds, and the star of a 30-second Elizabeth Arden/MTV co-branded spot.