• Brandweek, Friday, September 14, 2007 11:15 AM

Nissan and Yahoo! Music will take an online music partnership to MTV's MHD channel starting next week. The co-branded sets began in November and have featured artists like Christina Aguilera and Beck. Monday's debut broadcast will offer ucountry star Rascal Flatts. The shows will air each month with a 30-minute set taped live from a Nissan-branded studio lot that also has a Nissan lounge, with interactive product displays and advertising.

Until now, the sets have been only available online. "Consumers are very accustomed to seeing television content pushed on the Internet, but this collaboration with MHD allows Nissan and Yahoo! to be the first companies to do the opposite-show high definition Web content on television," says Steve Kerho, director of media and interactive marketing for the carmaker.

Nissan used the series to help the launch of its Rogue crossover vehicle. As part of that promotion, the company offered the chance for fans to win a trip for two to see Santana perform on the Nissan stage.

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