Emerge Energy have announced it has teamed up with MTV to energise the summer for thousands of music fans through a 360 degree sponsorship – a first for the brand
By partnering with the champion of youth culture and music, MTV, Emerge Energy will have unprecedented access to the hard-to-reach 16-24-year-old men target audience. The sponsorship includes activity across broadcast, social and digital media to help drive scale and brand awareness. Club MTV’s resident DJ, R3WIRE, has provided the soundtrack to support the campaign.
As part of the campaign, Emerge Energy will be the headline sponsor of MTV Crashes Coventry – a two-day event at the end of May – and ground level partner at MTV Crashes Plymouth in July. At both events there will be custom-made Emerge Energy-branded ‘Go Pro Camera Balls’ which will capture exclusive on the ground content that will be disseminated to consumers through an updated 30” advertorial and curated through social media. The Zorb-like camera balls will be the first of their kind to be used at an MTV UK event and will capture the energy and atmosphere of the thousands of music fans attending MTV events.
The campaign will include branded content and on-pack promotion, running until September. With social media at the heart of the campaign, consumers and fans will be encouraged to engage through a bespoke hashtag (#emergefuel) to unlock VIP tickets to MTV Crashes and MTV UK Live music events this summer.
Sky Media worked with Universal McCann to broker the deal between MTV and Emerge Energy.
Rachel Bristow, Director of Client Partnerships and Collaboration at Sky Media said: “We are always looking for innovative ways to work with our partners in an effective and fun way. The MTV Crashes events are the perfect platform for Emerge Energy to raise its awareness. This latest campaign is a prime example of what we can achieve when working collaboratively, and we look forward to watching the execution of the campaign roll out.”
Calli O’Brien, Senior Brand Manager, Emerge Energy added: “We are delighted to be working alongside MTV to fuel the summer for the UK youth audience. The Emerge brand and MTV go hand in hand; both have a heavy youth following and are well established with their core consumer groups. We will be busy this summer providing Emerge Fuel for the MTV Crashes Coventry and MTV Crashes Plymouth festivals, supported by a series of co-branded TV and online advertising.”
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