MTV Teams Up With Motorola For Cross-Media Blitz

MTV has secured Motorola as the exclusive provider of wireless content for a wide-ranging cross-media campaign featuring a number of special characters dubbed MTV Gimps.

The deal extends the multimillion dollar marketing alliance formed between the two companies last year, and is designed to encourage consumers to use their mobile phones in more innovative ways.

The campaign will see Motorola embed MTV’s Pain on the Train mobile phone game in all new handsets from May this year. The game will also be available for download to older phones from early Summer.

As well as featuring on Motorola phones, the campaign will run on MTV’s websites, be featured in the visuals at MTV’s live events and form five second selected adverts on MTV. The Gimps were designed by Sydney-based brand stylists Gallery.01 and have their own dedicated website at www.mtvgimps.com.

Earlier this month MTV 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 includes fully integrated on-air, online and on-the-ground brand presence, marking it Campari’s biggest music based pan-European sponsorship agreement to date (see MTV Secures Campari For Pan-European Sponsorship).

MTV: 020 7478 6000 www.mtv.co.uk

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