MTV Gets In The Zone With Britney Spears Promotion
MTV will this month launch an extensive cross-platform campaign to promote the latest album from Britney Spears, offering viewers the chance to meet the pop princess and receive special VIP treatment.
The promotion will extend across the websites of MTV’s eight European digital television channels from 24 March and will be accompanied by on-air activity airing between four and six times per day to a potential audience of 117 million homes.
Viewers will be directed to the broadcaster’s websites and invited to answer a question about Britney Spears for the chance to meet the singer on the European leg of her Onyx Hotel Tour.
The winner and a friend will be granted unprecedented access to Britney’s hair and make-up artists, choreographer, dancers, wardrobe and costume designers, while runners up in each participating European region will receive VIP tickets to a concert in their area.
The campaign will include exclusive content from the tour, including the latest photographs, interviews and music downloads available from MTV’s network of websites. The activity is an extension of MTV Networks Europe’s continuing promotion of Britney, including MTV’s first ever global tour sponsorship of the pop star’s tour.
The music channel is clearly throwing its full weight behind the music megastar, stating: “MTV considers Britney to be the perfect celebrity partner to bring fans closer to their idols than ever before.”
Earlier this month the music broadcaster secured drinks brand Campari as the sponsor of its forthcoming music series, MTV Recommends, which launches across Europe later this month. The one-year deal will include an on-air, online and on-the-ground brand presence, marking Campari’s biggest music based pan-European sponsorship agreement to date (see MTV Secures Campari For Pan-European Sponsorship).
The music broadcaster has also secured Motorola as the exclusive provider of wireless content for a wide-ranging cross-media campaign featuring characters dubbed MTV Gimps, due to swing into action later this month (see MTV Teams Up With Motorola For Cross-Media Blitz).
MTV: 020 7478 6000 www.mtv.co.uk
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