RSVP Alliance Signs First European Cross-Promotional Deal
RSVP, the recently formed cross-media sales alliance between Capital Radio, Viacom Brand Solutions and IPC, has secured its first pan-European deal to promote the launch of TDK’s scratchproof DVD product line.
The deal will see RSVP, which was set up to provide bespoke cross-media solutions, promote the DVDs across the Capital Radio group in the UK and the Viacom-owned MTV brand in the UK, France, Germany and Italy.
The landmark six-figure deal marks the first time that RSVP has worked with Starcom International, who has secured the cross-media alliance specifically to target the lucrative 18 to 35 year-old market.
The campaign will see Capital Radio and MTV promote a number of TDK branded events including the Cross Central Festival and the Dance Marathon in Berlin. The events will be cross-promoted during key dance music shows on Xfm, 95.8 Capital FM and Beat 106.
Listeners will be directed to a TDK co-branded microsite, where they can mix images to music and learn about scratchproof DVDs. The winning mix will be aired on MTV and its creator will attend a special three day dance event a Kings Cross.
Commenting on the campaign, Dan Salem, commercial director at Viacom Brand Solutions, said: “With the RSVP extended audience delivery and network, TDK has a perfect vehicle to launch its Scratchproof DVDs. The unique promotional mechanic demonstrates RSVP’s creative offering and makes full use of the capabilities of interactive media.”
Andrew Burrows, marketing communication Manager at TDK, added: “Being able to use the full resources within RSVP has meant that we have been able to potentially achieve advertising from our product base but also leading in to event based activities in the area of dance.”
Recent months have seen an increase in demand for cross-media solutions as advertisers seek to take advantage of a media-owner’s full portfolio of brands. Emap has been at the forefront of development in this area, but SMG recently launched SMG Access to provide clients with tailored solutions across its television, radio, cinema outdoor and online properties (see SMG Launches New Cross Media Sales Division).
IPC Media: 0870 4445000 www.ipc.co.uk MTV: 020 7478 6000 www.mtv.co.uk Viacom: 020 7478 5240 www.viacom.co.uk
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