MTV and Motorola are launching MTV Load in Europe, which will allow viewers to download free animated and live programming to their mobile phones. It’s part of a $75 million global partnership between the two companies “aimed at bringing cutting-edge creative to young adults across MTV’s channels”. The six-month campaign will be promoted on MTV via short vignettes carrying a URL to a webpage, which will ask for a mobile number to send a WAP URL.
Consumers will receive “animated and live-action programming including bizarre wheelbarrow stunts, animated portraits that dance to electronic beats and fantasy characters”.
MTV gets increased interaction with its brands, as well as advertising benefits. If people have MTV content on their phone they’re more likely to tune into the show. If they show a clip to a friend MTV may gain new viewers, and so on. Another perfect example of how advertising will be content.
As for Motorola, users of its handsets will “also have access to a dedicated ‘VIP’ area which will offer exclusive and bespoke MTV content including wallpapers, ringtones, MMS templates, screensavers and games to personalise their phones”. As mobile handsets become commoditized manufacturers are looking for ways to distinguish themselves, and Motorola has opted for association with music — which is strengthened by exclusive content.
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