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. 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. 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. Long-time 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 awards show airs Aug. 31. -- Wayne Friedman
