• by Wayne Friedman , March 6, 2009

AT&T is sponsoring a new effort by MTV Networks to promote its big library of music videos, under the theme "AT&T Music Vault."

At the Internet destination www.attvault.mtvmusic.com, consumers can "unlock" a vault of music videos--tens of thousands--some of which have been under lock and key at MTV for decades.

In recent years, MTV has moved away from airing music videos, leaving video to be handled by one of its digital networks. This is the first time that fans can access MTV's library of videos on demand.

Each day, AT&T and MTV will make available 15 new pieces of content from MTV, VH1 and CMT's music library. Fans can view the next day's content early by correctly playing an AT&T music trivia game, which will be available across MTV Networks' sites including MTV.com, VH1.com, CMT.com.

The trivia game posits 18,000 questions across five music genres. Consumers can also share video and content with friends.

MTVN's Digital Fusion created the platform for the game; it has developed dozens of campaigns for brands across categories, including entertainment, packaged-goods, communications, quick-service restaurants, retail, technology and service industries.

Jason Witt, MTVN Digital Fusion's senior vice president and general manager, called the alliance "a perfect union of great brands with great messages for our shared audience."