MTV Secures Unilever Brand For European Shakedown

MTV has secured Unilever’s Heartbrand ice cream brand to sponsor its new pan-European Shakedown dancing competition.

The deal will incorporate sponsorship credits around the Shakedown TV programme on MTV, as well as branding and flyposting on the competition tour, which will take place in a variety of clubbing locations across Europe.

The campaign will see Heartbrand, which operates as Walls in the UK, host scouting tours across Ireland, UK, Turkey and Poland, as well as a special Shakedown party event in Ireland in partnership with 2FM radio. Branded Shakedown dance areas will also appear at the V2003 and T in the Park music festivals this summer.

The winners of these competitions will attend the UK regional finals in Brighton, where they will compete for the chance to win a trip to LA to appear in an MTV music video.

Commenting on the deal, Roland Weening from Unilever Europe, said: “Unilever sets out to offer consumers a fun ice cream experiences that allow them to break away from hectic modern day life. This partnership with MTV is a perfect match and allows people to take part, have a go and revel in the spirit of fun all across Europe.”

Richard Godfrey, senior vice president at MTV Europe, added: “MTV Shakedown will be the biggest dance contest Europe has ever witnessed and will certainly sort the European movers from the shakers.”

MTV recently launched a global ad campaign across its 16 channels in a bid to increase its brand impact in the increasingly crowded music television market (see MTV Launches Global Ad Campaign Across 16 Channels).

MTV: 020 7284 7777 www.mtv.co.uk

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