MTV Secures Campari For Pan-European Sponsorship
MTV Networks has secured drinks brand Campari as the exclusive multi-platform sponsor of its forthcoming music series, MTV Recommends, which launches across Europe later this month.
The one-year deal will include fully integrated on-air, online and on-the-ground brand presence, marking Campari’s biggest music based pan-European sponsorship agreement to date.
On-air integration will compromise sponsored billboards attached to each segment of MTV Recommends, which comprises the latest music videos, celebrity interviews and exclusive releases in a short two to three minute broadcast.
The deal also includes weekly on-air promotional spots and commercial competition spots promoting Campari’s pan-European Best Bar search to viewers in MTV Europe’s 117 million homes.
Campari’s online integration will include logo and message assimilation and banner advertisements on the MTV Recommends microsite, as well as a dedicated competition page housing the entry mechanic for the Best Bar search.
The search from Europe’s Best Bar will ask MTV viewers and Campari consumers to recommend their favourite drinking establishment, whilst giving them a chance to win a VIP trip to an MTV Recommends party to be held in the winning bar.
Commenting on the deal, Dave Sibley, MTV’s senior vice president of European marketing partnerships, said: “Music is one of the most powerful ways to target adults and young-minded people. In partnership with MTV Europe, Campari will deliver an impactful through-the-line marketing strategy, positioning the Campari brand to appeal to adults and style leaders.”
Jean Jacques Dubau, deputy group marketing officer of Campari, added: “This strategic alliance with MTV was chosen because of the credibility, relevance and innovative thinking of our partner and with the creation of this new programme by MTV, music and passion will be delivered with true Campari style.
MTV and Motorola recently launched the first stage of a joint £46 million, cross-promotional advertising campaign with an integrated weekly television show devoted to music and youth, entitled Mash (see MTV And Motorola Launch £46m Cross-Promotional Ad Deal).
MTV: 020 7284 7777 www.mtv.co.uk
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