SUBtv Signs 3 For Video Jukebox Sponsorship
SUBtv, the national student union TV channel, has secured a wide-ranging sponsorship deal with mobile phone network 3 to see the company sponsor its new Video Jukebox service in 65 student union venues nation-wide.
The sponsorship deal will reach an audience of 1.2 million across SUBtv’s network, with the campaign featuring 3’s Japanese style “critter” characters in a series of specially created sequences to promote 3’s ‘we like music’ and ‘we like sharing’ campaign.
The campaign will run in daily lunchtime and evening 30 minute sessions for 10 weeks from next Monday, screened on SUBtv’s plasma screen network installed in student unions. In addition, students will be able to text the screens so that their message will appear as the music and advertising spots play.
The promotion is designed to establish 3 at the heart of the mobile music market and show their commitment to the growing medium. SUBtv will use the data accumulated from the ten weeks to compile charts showing particular choices for every union in the network, allowing for high levels of accountability and trackability.
Commenting on the sponsorship deal, Peter Miles, chief executive of SUBtv, said: “3 is a very dynamic brand, with a creative approach that puts the youth audience in the centre and focuses on the importance of brand engagement. They are using our unique proposition in a clever way to build a relationship with young opinion formers.”
The campaign’s creative element was developed by MEME digital. Faraaz Marghoob, MEME’s strategy director said: “It’s an exciting new opportunity – we’re reaching an important audience in an engaging way. SUBtv’s platform is a great enabler, and when combined with the quality of the creative, it will create cut-through for 3 as a sponsor and an advertiser.”
Earlier this year SUBtv sought to cash in on the Government crackdown on flyposting by offering advertisers the chance to target their youth audience via an animated section on its portfolio of television screens. The company claimed the format is ideal for brands that use flyposting, such a record labels, venues and other music-related advertisers as it offers easy access to a niche youth audience (see SUBtv Aims To Cash In on Flyposting Crack-Down).
Beringea: 020 7845 7820 www.beringea.com
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