MTV And Motorola Launch £46m Cross-Promotional Ad Deal
MTV and Motorola have launched the first stage of their £46 million, cross-promotional ad campaign with an integrated weekly TV show devoted to music and youth, entitled Mash.
The new show is to launch across the MTV Europe Network later this month and will bring together music and mobile phones. It will feature extensive Motorola branding, which will be supported by a fully convergent wireless, online and on-the-ground marketing push.
The programme will be dedicated to unearthing new music and youth trends from across Europe and will be supported by ten localised Mash microsites, which will offer downloadable ringtones and games to complement the on-air programming.
MTV will be providing dedicated mobile content, which will be optimised for use with Motorola handsets. Special graphics and music will appear on MTV’s network of websites and will also be pre-loaded onto Motorola handsets.
Commenting on the deal, Dave Sibley, vice president of European marketing partnerships at MTV Europe, said: “Our aim with MTV Mash is to connect with the audience in a way that fuels their passion for music in the risk-taking and relevant style that can only be found on MTV. The alliance will enable both brands to take their lifestyle connections to the next level via this unique through-the-line international partnership.”
Leslie Dance, director of marketing and communications at Motorola, added: “Mobile phones are becoming more about experiences and personalisation and less about technology – our first campaign with MTV provides the perfect music experience for our core audiences. Music is probably the most powerful tool to connect with this group and by offering unique MTV Mash content through our handsets and website, Motorola is offering a unique and cutting edge mobile experience.”
Similar campaigns will also be launched in Asia and Latin America as part of the three-year agreement, which was secured in March this year. The deal represents MTV International’s most significant marketing collaboration and reflects the growing importance of wireless marketing in the media mix.
MTV recently secured Unilever’s Heartbrand ice cream brand to sponsor its new pan-European Shakedown dancing competition (see MTV Secures Unilever Brand For European Shakedown).
MTV: 020 7284 7777 www.mtv.co.uk
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