Wednesday, September 13, 2006

MTV Video Music Awards Creates Interactive Ad Campaign

For the 2006 Video Music Awards, MTV signed many advertisers for multiple-platform media and marketing deals. The advertisers include Acuvue Brand Contact Lenses, Chevrolet, Herbal Essences, JCPenny, Pepsi, Taco Bell and Virgin Mobile USA. Instead of signing a typical event sponsor with a 30 second commercial spot each break, the companies involved their target consumers in each campaign. According to Christina Norman, President, MTV:
"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."
Pepsi sponsored the online VMA Karaoke contest, where fans could submit videos to Pepsi VMA singing a VMA nominated song. The winner gets to 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.

Virgin Mobile sponsored the new VMA category "Ring Tone of the Year." Fan could vote for their favorite ring tone on Virgin wireless phone or through the VMA website The winning ring tone was announced live during the VMAs.

Involving your target audience is a key factor in successful advertising. Consumers will pay more attention to your brand if they have a reason to, especially if they can win tickets to the 2007 VMAs! Pepsi's karaoke contest was a great form of advertainment because the brand took something they knew their target audience enjoys and tied it into their ad campaign. Pepsi probably pictured the scenario as: friends getting together, singing their favorite nominated song, laughing hysterically, and then submitting their video to Pepsi's section of the MTV website. Since the final step of the contest was to submit their video to Pepsi, the brand is fresh in the consumer's mind. Brilliant.


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