MTV Video Awards Draws Advertisers

by , Aug 18, 2006, 8:00 AM
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One of MTV's biggest yearly programs, the "Video Music Awards," has signed a number of advertisers for multiple-platform media and marketing deals. They are: Acuvue Brand Contact Lenses, Chevrolet, Herbal Essences, JCPenney, Pepsi, Taco Bell and Virgin Mobile USA. The show airs Aug. 31.

Acuvue Brand Contact Lenses are sponsoring an exclusive MTV and MTV Overdrive show titled "VMA Defining Moments," which will highlight moments from past show performances. Fans can upload their own VMA stories.

Chevrolet--a division of General Motors that is helping to educate viewers on E85 ethanol technology--is looking to raise awareness about reducing greenhouse gas emissions and curbing dependence on fossil fuels. A fleet of ethanol-propelled vehicles will transport guests to and from the event.

Returning "VMA" sponsor Herbal Essences features Parker, the newest "It Girl." During the pre and main shows, viewers will be on the lookout for Parker. If they identify where they've seen her, they can win tickets to the 2007 VMA event.

JCPenney is doing an online, on-air, radio, event marketing and an in- store campaign for a "VMA Insider Contest." Fans upload videos to jcpenney.tv.com explaining why they want to be a VMA Insider. Fans can also stopped by special VMA Insider booths at JCPenney locations in five malls where live auditions will be held. Winners will also appear on MTV's hit show, "The Big Ten" and walk the red carpet at the event.

Longtime show sponsor Pepsi currently sponsors the online VMA Karaoke contest, where fans can submit videos to pepsivma.mtv.com singing a VMA nominated song. The winner gets to host their own show on "MTV Overdrive," walk the red carpet, appear on MTV's "The Big Ten" the week of the VMAs, and get tickets for the show.

Virgin Mobile is sponsoring a new VMA category--Ring Tone of the Year. Fans can vote for their favorite ring tone on Virgin wireless phones or through vma.mtv.com. The winning one will be revealed live during the VMAs.

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