MTV Toasts Kellogg’s Pop Tarts Sponsorship Deal
MTV has secured a deal with Kellogg’s that will see its Pop Tarts brand become the exclusive broadcast sponsor of the forthcoming MTV Dumb Ass programming strand.
The deal, brokered by Viacom Brand Solutions, will see Kellogg’s Pop Tarts appear in a range of on-air and online promotions for the new series. The brand will also feature in a collection of Jackass, Viva La Bam and Wildboyz shows, which will run across both MTV and MTV2.
Kellogg’s on air sponsorship will be supported by a dedicated website at www.mtv.co.uk/dumbass. The microsite will feature Jackass-style games and leader boards where prizes can be won weekly. As well as being promoted through MTV, the new programme will feature on Pop Tarts packaging, along with an offer giving customers the chance to exchange used packages for points to play on the MTV site.
The promotion coincides with the relaunch of Kellogg’s once infamous breakfast product and is the first time in seven years that the brand has been given a marketing push.
Commenting on the promotion Dan Salem, commercial director at Viacom Brand Solutions said: “Kellogg’s Pop Tarts’ youthful positioning is a perfect fit with MTV. The association and brand values that the programmes deliver will give Kellogg’s a highly-targeted communications tool that can be integrated across on-air, on-pack and online.”
Michael Allen, marketing director at Kellogg’s added: “Sponsoring the Dumb Ass strand will enable Kellogg’s to associate with well established programming that matches the irreverent and non-conformist values of Pop Tarts. We are delighted to be able to re-launch our brand in association with MTV.”
The deal with Kellogg’s marks the latest in a string of promotional tie-ups for MTV. Earlier this month the broadcaster secured Mini and Speedo as the official sponsors of its forthcoming Isle of MTV 2004 summer music experience and subsequent European club tour. The company has also entered into deals with mobile phone giant Motorola and drinks brand Campari to boost revenues (see MTV Secures Campari For Pan-European Sponsorship).
MTV: 020 7478 6000 www.mtv.co.uk
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