MSN Lands First Broadcast Sponsorship With MTV
Internet giant MSN has announced its first foray into broadcast sponsorship with a wide-ranging deal to promote its instant messaging service via MTV’s new Icon 2004 programme strand.
The deal will see MSN’s widely used communication software featured on MTV’s latest range of programmes, based around a particular band or recording artist and honouring their significant contribution to music, music video and pop culture.
The first Icon show will spotlight the 25-year career of The Cure in a live tribute event, recorded in London and will be broadcast to MTV Europe’s audience of 119 million homes. MSN Messenger’s on-air and online sponsorship of the Icon series will run across MTV Europe’s 11 regional channels as well as its network of 11 European websites.
Commenting on the deal, Dave Sibley, senior vice president and general manager, international marketing partnerships for MTV, said: “Music is one of the most powerful ways to connect with the web-savvy youth audience. In partnership with MTV Europe, MSN will be able to deliver a compelling youth marketing campaign and leverage awareness and brand loyalty of MSN Messenger in a credible and impactful way.”
The sponsorship deal also gives MSN full participation at the MTV Icon event. In addition MTV Networks Europe’s 11 websites will feature a dedicated MTV Icon microsite and exclusive competition, backed by MSN branding. An exclusive MSN Messenger chat with The Cure will also be held as part of the promotion.
Torsten Muth, MSN’s international marketing manager, explained the benefits of the deal, stating: “We are really excited to be sponsoring MTV Icon 2004. We are currently celebrating the fifth birthday of MSN Messenger so it’s a great opportunity to offer users across Europe the chance to take part in this historic event. I’m sure that the chance we provide them to win and take part in this exclusive event will give our users even more to chat about!”
Earlier this year MTV secured Mini and Speedo as the official sponsors of its Isle of MTV 2004 summer music experience, building its brand with outdoor events and concerts, culminating in a massive European club tour. Sponsors affiliating themselves with MTV often seek credible access to the notoriously fickle youth market, while simultaneously aligning their brand with MTV’s renowned appeal (see MTV Secures Sponsors For Summer Music Extravaganza).
MSN: 020 7465 7700 www.msn.co.uk MTV: 020 7478 6000 www.mtv.co.uk
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